May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
Combining Profiling and Mobile Behavioral Data
for “Easy” Insights into Web and App Usage
Beyond the Top 10
Roddy Knowles
...
2
Mobile Behavioral Data
Part of the Research Toolkit
3
Mobile Behavioral Data
Web
Camera SMS
Location
Phone Music
Email
Data Transmitted
Battery
Application
4
Top 10
Web
82%
72%
41%
40%
27%
25%
22%
20%
18%
18%
Google
Facebook
Wikipedia
Amazon
Twitter
YouTube
Answers.Yahoo
Huffpo...
5
Top 10
App
77%
64%
62%
64%
29%
26%
25%
24%
23%
21%
App Reach %
Facebook
Gmail
YouTube
Instagram
Pandora
Google
Candy Cru...
6
App and Web
Amazon
Groupon
LinkedIn
Ebay
Instagram
Pinterest
Yelp
Target
Gamestop
Walmart
LivingSocial
CVS
App Only App ...
7
Parsing The Data
Demographics
OS
Engagement Scoring
Segment Profiles
8
Brand
Gender Income
M F > $25K
$25K -
$49K
$50K -
$74K
$75K -
$99K
$100K -
$149K
$150K -
$199K
$200
+
Android 57% 39% 53...
9
• Devastated if phone was lost
• Important for entertainment
• Used to avoid being bored
• Researching products
• Shoppi...
10
Android Users More Likely
To Say They Are…
• Not care about brand names
• Try to keep their life simple as far as
posse...
11
Android and iOS Users
streaming audio
messaging
deal apps
mobile banking
news
12
Parsing the Data
Engagement Scoring
Application and URL Metrics
Moderately
High
Moderately
Low
LowVery High High Very L...
13
Parsing the Data
Segment Profiles
Segment Segment SegmentSegment Segment
Profiling Attributes
Segment Segment SegmentSe...
14
Interested in
Fashion, Food,
Entertainment
Skews female
High
engagement
Broad range
of hobbies
and interests
Moderate
e...
15
Segment Profiles
Heavier users of
social sites such
as Facebook,
Instagram,
Buzzfeed
Average users of
retail sites/apps...
16
Top 10 Tips
1. Know what is collected.
2. Determine which data points are important.
3. Understand the makeup of the pa...
17
Thank You!
17
Roddy Knowles
roknowles@researchnow.com
@roddyknowles
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
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Beyond the Top 10 - Combining Profiling and Mobile Behavioral Data for Easy Insights into Web and App Usage - Research Now

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Beyond the Top 10 - Combining Profiling and Mobile Behavioral Data for Easy Insights into Web and App Usage - Research Now

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. Combining Profiling and Mobile Behavioral Data for “Easy” Insights into Web and App Usage Beyond the Top 10 Roddy Knowles Director of Mobile Research @roddyknowles
  5. 5. 2 Mobile Behavioral Data Part of the Research Toolkit
  6. 6. 3 Mobile Behavioral Data Web Camera SMS Location Phone Music Email Data Transmitted Battery Application
  7. 7. 4 Top 10 Web 82% 72% 41% 40% 27% 25% 22% 20% 18% 18% Google Facebook Wikipedia Amazon Twitter YouTube Answers.Yahoo Huffpost Accuweather Buzzfeed Website Reach % Research Now Mobile Panel, March, 2014
  8. 8. 5 Top 10 App 77% 64% 62% 64% 29% 26% 25% 24% 23% 21% App Reach % Facebook Gmail YouTube Instagram Pandora Google Candy Crush Twitter Groupon Amazon Research Now Mobile Panel, March, 2014
  9. 9. 6 App and Web Amazon Groupon LinkedIn Ebay Instagram Pinterest Yelp Target Gamestop Walmart LivingSocial CVS App Only App and Web Web Only 1,000 2,000 3,000 Research Now Mobile Panel, March, 2013
  10. 10. 7 Parsing The Data Demographics OS Engagement Scoring Segment Profiles
  11. 11. 8 Brand Gender Income M F > $25K $25K - $49K $50K - $74K $75K - $99K $100K - $149K $150K - $199K $200 + Android 57% 39% 53% 56% 48% 37% 44% 23% 24% iPhone 33% 50% 32% 37% 43% 50% 44% 63% 70% Blackberry 3% 3% 1% 3% 4% 4% 4% 8% 4% Windows Phone 3% 2% 2% 3% 1% 4% 4% 2% - Other 5% 7% 12% 3% 4% 5% 4% 4% 3% Brand Age Ethnicity 18-24 25-34 35-44 45-54 55+ Hispa- nic Cauca- sian Black Asian Other Android 51% 54% 54% 45% 40% 59% 42% 57% 53% 74% iPhone 43% 42% 36% 39% 45% 28% 47% 30% 35% 19% Blackberry 2% 1% 2% 5% 5% 5% 3% 8% - 2% Windows Phone 2% 2% 4% 4% 0% 3% 2% 2% 8% 2% Other 2% 1% 5% 7% 9% 6% 7% 4% 4% 3% Does OS Matter? Demographics
  12. 12. 9 • Devastated if phone was lost • Important for entertainment • Used to avoid being bored • Researching products • Shopping • Purchasing products • Play Games • Listening to Music • Recording Videos … and many more! • Comfortable around people • Talk to lots of people at parties • Admire people with $$$ things • Thing I own say a lot about me • Feel they are trendier • New products are exciting • Buy new & different products • Pay more to try new products • Particular about brands used iOS Users More Likely To Say They Are… Does OS Matter? Attitudinal and Behavioral Differences in Users
  13. 13. 10 Android Users More Likely To Say They Are… • Not care about brand names • Try to keep their life simple as far as possessions are concerned • To watch shows or movies on TV • Talk on their phone • Use navigation on their phone Differences do indeed exist between & users – demographically, attitudinally, and behaviorally. These differences are highly relevant for researchers. Does OS Matter? Attitudinal and Behavioral Differences in Users
  14. 14. 11 Android and iOS Users streaming audio messaging deal apps mobile banking news
  15. 15. 12 Parsing the Data Engagement Scoring Application and URL Metrics Moderately High Moderately Low LowVery High High Very Low
  16. 16. 13 Parsing the Data Segment Profiles Segment Segment SegmentSegment Segment Profiling Attributes Segment Segment SegmentSegment Segment
  17. 17. 14 Interested in Fashion, Food, Entertainment Skews female High engagement Broad range of hobbies and interests Moderate engagement Involved in home improvement and home- related activities High engagement Likes travelling, concerts, outdoor activities Moderate engagement Focused on finance & investing Skews male, higher education, affluent Low engagement Parsing the Data Segment Profiles Enthusiasts HomebodiesCulture Club Interested in Fashion, Food, Entertainment Skews female High engagement Broad range of hobbies and interests Moderate engagement Involved in home improvement and home- related activities High engagement Likes travelling, concerts, outdoor activities Moderate engagement Focused on finance & investing Skews male, higher education, affluent Low engagement Money Minders Out and About Enthusiasts HomebodiesCulture Club
  18. 18. 15 Segment Profiles Heavier users of social sites such as Facebook, Instagram, Buzzfeed Average users of retail sites/apps Heavier users of Facebook, entertainment sites like Netflix Average users of shopping sites/apps but heavier users of Ebay Heavier users of email, sports, LinkedIn Lighter users of social and deal sites/apps Money Minders Out and AboutCulture Club
  19. 19. 16 Top 10 Tips 1. Know what is collected. 2. Determine which data points are important. 3. Understand the makeup of the panel/sample. 4. Define what you want to find, and then… 5. Dig deeper. 6. Acknowledge OS as a consideration. 7. Look at App and Web data in parallel. 8. Understand levels of engagement. 9. Creatively parse the data with profiling or segmentation. 10. Integrate with other types of research.
  20. 20. 17 Thank You! 17 Roddy Knowles roknowles@researchnow.com @roddyknowles
  21. 21. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  22. 22. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  23. 23. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
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