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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