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Omma ppt reva
 

Omma ppt reva

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Presentation I gave at OMMA Mobile Insider 2/5/11

Presentation I gave at OMMA Mobile Insider 2/5/11

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    Omma ppt reva Omma ppt reva Presentation Transcript

    • Mobile, Media, Apps, Tablets and How your Pay for it!!
      Jerry Rocha, VP Digital Solutions
      Twitter: jerryrocha
      Jerry.rocha@nielsen.com
    • Page 2
      Smartphones have seen steady adoption – this rate of adoption will only increase with better devices and cooler features
      Smartphone Penetration
      All Subscribers
      Among recent acquirers Smartphone penetration is at 45%
    • Page 3
      Without accounting for innovation and increased adoption to the marketplace Smartphones will be a majority by Q3/4 2011
      Smartphone Penetration - Projection
      All Subscribers – Q4 10
    • Smartphones continue to drive data usage with Apple and Android leading the way
      Media Activities Used by Operating System
      All Subscribers – Q4 10
      Source: Nielsen Mobile Media Survey, US, Q2 2009
      Question used: T1910
    • Android jumped 36% from last quarter and has grown ~625% YoY
      Share of Smartphone Market by Operating System
      Smartphone Owners
    • Apple is leveling off, showing moderate growth again in Q4
      Media Activities Used by Operating System – AT&T
      Smartphone Users – Q4 10
      Smartphone
    • Smartphones have plenty of room to grow at Verizon, Android continues to take market share
      Media Activities Used by Operating System – Verizon
      Smartphone Users – Q4 10
      Smartphone
    • Smartphones continue to drive data usage with Apple and Android leading the way
      Smartphone Penetration by Race/Ethnicity
      Recent Acquirers – Q4 10
      Source: Nielsen Mobile Media Survey, US, Q2 2009
      Question used: T1910
    • Early App leaders similar across OS platforms; Web carryovers out to early lead
      Most Popular Used Apps on the Android OS
      Past 30 Day App Downloaders (n=414)
      Most Popular Used Apps on the iPhone OS
      Past 30 Day App Downloaders (n=1,014)
      Most Popular Used Apps on the Windows Mobile OS
      Past 30 Day App Downloaders (n=449)
      Most Popular Used Apps on the BlackBerry OS
      Past 30 Day App Downloaders (n=715)
      Source: Q2 2010 Nielsen App Playbook
      Brands
      Application Track
      9
    • Most App users willing to pay for content
      % of Smartphone App Downloaders that would Pay for an App within a Category
      Source: Q2 2010 Nielsen App Playbook
      Brands
      Application Track
      10
    • Nearly half of branded app downloaders have joined a rewards program following the download
      Action Taken after Branded App Download
      Base: Downloaded a Branded App (n=484)
      Source: August 2010 Nielsen App Playbook
      Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?
      Brands
      Application Track
      11
    • Tablets are still a nascent market favored by early adopters
      Penetration of Connected Devices
      Percentage of Owners Who Identify as “Early Adopters”
      Questions used: Q6 Which of the following categories of connected devices do you or any one in your household currently own?
      Source: September 2010 Nielsen Connected Devices Playbook
      General Population Sample N=9590, Netbook Owners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118), Portable game Player (1,678), Smartphones (2,336)
      * Smartphone penetration is derived from Nielsen’s Q2 2010 Mobile Insights study.
    • The iPad skews younger and male
      Smartphone
      Tablet
      Media Player
      Netbook
      eReader
      Tablet
      Smartphone
      Media Player
      Netbook
      eReader
      Gaming
      Gaming
      N= 195, 569, 452, 864, 879, 510
    • The iPad spends most of the time at home..
      Gaming
      Netbook
      eReader
      Media Player
      Tablet
      Smartphone
      Primary
      Usage:
      Sedentary
      Mobile
      Q29: Think of your [connected device] usage, what percentage of the time were you…
      N=510, 195, 569, 879, 452, 864
    • Print and video benefit from the iPad’s larger screen size
      Publishers are rushing to iPad and Tablets, going to save industry?
      Q38: Which of the following media content do you regularly access through your connected device?
      N= 452, 864
    • And less personal than a smartphone
      Q9: Who in your household uses each of these device categories that you own?
      N= 1,793; 1,560; 562; 1,293; 1,041; 2,242
    • Nielsen Ad Effectiveness Framework
      Breakthrough
      Attitudes & Intentions
      Behavior
      & Sales
      • What was the impact of ad exposure on consumer attitudes?
      • What was the impact of ad exposure on sales behavior?
      Did the ad break through?
      Question
      • Brand Awareness
      • Brand Favorability
      • Purchase Intent
      • Search
      • Site visits
      • Sales (CPG Vertical)
      • General Recall
      • Brand Recall
      • Message Recall
      • Ad Favorability
      • Purchase Intent Increase
      Metrics
      Used
      Control/Exposed survey
      OTS-based Recall survey
      Control/Exposed
      observation
      Method