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

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