Activating Apps in Market Research to Grow Brands & Businesses - The Nielsen Company
 

Activating Apps in Market Research to Grow Brands & Businesses - The Nielsen Company

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Presented by Adrian Tan, Head of Telecom & Technology, The Nielsen Company ...

Presented by Adrian Tan, Head of Telecom & Technology, The Nielsen Company
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Activating Apps in Market Research to Grow Brands & Businesses - The Nielsen Company Activating Apps in Market Research to Grow Brands & Businesses - The Nielsen Company Presentation Transcript

  • TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET
  • Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • ACTIVATING APPS INMARKET RESEARCHTO GROW BRANDS & BUSINESSESAdrian Tan K L30th January 2013 View slide
  • ABOUT ME Created on www.wordle.net View slide
  • LET’S TALK ABOUT … Smartphone Revolution – so what? Measuring your consumers’ BEHAVIOURCopyright ©2012 The Nielsen Company. Confidential and proprietary. Capitalizing on their CONSUMPTION 3
  • ASIA IS GETTING ‘SMARTER’ Smartphones outnumber Non-Smartphones in a number of APAC markets Handset Types among Mobile Users (16-64 yrs) 28 33 41 42 49 70 72 73 75 81 % Feature 90 Phone Users 72 % Smartphone 67 59 58 51 Users 30 28 27Copyright ©2013 The Nielsen Company. Confidential and proprietary. 25 19 10 Singapore Korea China Hong Taiwan Vietnam Malaysia Thailand Philippines Indonesia India Kong % Android or 68 97 61 82 73 38 46 20 40 15 14 iOS users Source: Nielsen Smartphone Insights 4
  • MOBILE APPS CONTINUE TO TRUMP THE INTERNET Time Spent on Apps vs Mobile Web (USA) 18% Web 28% Apps 73% 82%Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2011 June 11 2012 June 12 Time Share shows a significant shift in favor of apps Source: Nielsen Smartphone Analytics Source: Nielsen Smartphone Analytics 2012 & 2011 5
  • CONSUMERS ARE DRIVING APPS MAINSTREAM Growth (‘12 vs ‘11) of Mobile App Unique Audience (USA) Android & iOS Instagram added 13m Photography 123% users in the past year and Travel 116% has grown 270% in the past 3 months Finance 105% Communication 98% News & Information 90% In the past year,Copyright ©2013 The Nielsen Company. Confidential and proprietary. Commerce & Shopping 89% Amazon Mobile: +8m users Entertainment 85% Amazon App Store: +6m Total Mobile Universe 84% eBay: +5m Social Networking 59% Source: Nielsen Smartphone Analytics Source: Nielsen Smartphone Analytics 2012 & 2011 6
  • APPS ARE ACCELERATING CONSUMERS ALONG THE PATH TO PURCHASE Comparing prices online while shopping in a store Purchase 33% 37% Scanning a barcode to compare Women prices/product info Men 15% 22% 26% 18% Searching for/usingCopyright ©2013 The Nielsen Company. Confidential and proprietary. online coupons 42% 33% 7% 9% Browsing products Paying for goods through mobile web or apps 24% 22% and/or services at POS at a merchant Purchasing products Discovery Source: Nielsen Mobile Insights through mobile sites or apps 7
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHERE’S THE MONEY?8
  • FORWARD-THINKING MARKETERS EMBRACE MOBILE TO DIFFERENTIATE Drive Brand Awareness Grow Brand Connection Be Present in the Customer Journey CONSIDER THESE OPPORTUNITIES….. Use mobile to ENHANCE today’s insights?Copyright ©2012 The Nielsen Company. Confidential and proprietary. A CURRENCY for mobile usage? Apps are great, but where’s the money? 9
  • YOUR GAME CHANGER: MOBILE APPS RESEARCH NIELSEN MOBILE SCAN NIELSEN INFORMATECopyright ©2013 The Nielsen Company. Confidential and proprietary. MOBILE INSIGHTS 10
  • MOBILESCAN
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. HOW DO I TRACK THESE 32 IMPULSE CATEGORIES FOR OUT-OF-HOME PURCHASES Alcoholic Beverages Beer, whisky, and wine Confectionery & Snacks Biscuit, candy, chocolate, cough lozenges, gum, ice cream, mouth freshener, preserved fruit, seasoned seaweed, seed, and snacks Foods & Desserts Cake, cup yogurt, foods and desserts, instant noodle, RTE bakery, RTE processed food, rice porridge & soup. Instant Beverages Instant coffee, tea, and tonic food drinks Ready-to-drink Drinking water, fruit juice, functional drink, liquid Beverages milk, other beverages, RTD tea & coffee, soft drinks, sport drinks 12
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. HOMESCAN VS MOBILESCAN Consumer Panel HomeScan MobileScan • In home barcode • Similar tracking but scanner using mobile • Tracks over 300K • Covers impulse SKUs purchases • Captures date, time, basket size & promotion 13
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1 WHAT ARE CONSUMERS BUYING AND WHERE 2/3 of OOH grocery spend is on non-barcoded, heavy on Foods & Desserts 1/3 of purchases were done in Convenience Stores Implications on Retail strategy for Planned vs. Impulse purchases. % Share of Location % Share of Wallet Sample Data Hyper/Supermarkets 0% Convenience Stores Alcoholic Beverages 3% 12% 15% Restaurant & Food Shops 4 6% Coffee & Bakery Shops & Ice Cream Ready-to-Drink Parlor & Internet Shops Beverages Personal Care/Pharmacy/Drug Stores 31 33% Instant Beverages Others e.g. Bar & Night Club, Hotel, 31% etc. Traditional Retail Outlets 54 Confectionery & 2 Snacks 9 Convenience Stores Foods & Desserts Source: Nielsen MobileScan 14
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 WHO IS BUYING YOUR BRAND AND CATEGORY Fruit Juice had low OOH penetration among Lower Income & Young Adults Implications OOH advertising campaign strategy for specific target groups % purchase penetration by demo 12 weeks ending Aug 12 Source: Nielsen MobileScan 15
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3 WHAT’S IN, WHAT’S OUT? Focus on OOH ads for categories with heavier OOH consumption. % of consumption taking place Out-of-Home Energy Drink (96%) RTD Tea & Coffee (89%) Chocolate (81%) Heavy OOH Above 80% Pasteurized Milk (67%) Fruit Juice (66%) Biscuits (65%) Medium OOH 61-80% UHT Yogurt (57%) Instant Coffee(44%) UHT Milk (65%) Low OOH 60% & less 16 Source: Nielsen MobileScan
  • MOBILE INSIGHTS
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. HOW INDIAN CONSUMERS USE THEIR SMARTPHONES TOTAL ACTIVE TIME (Phone in use, both online & offline) 157 Minutes per day Phone Communication Entertainment Browsing Application Management 43 mins 40 mins 43 mins 8 mins 24 mins 27% 25% 27% 5% 15% 16mins 7mins Phone 6mins Office 1mins Call Games Navigation Packages 10% 5% 4% 1% 10mins 33mins 1 min Phone 2mins Chat Multimedia Security Features 1% 6% 21% 1% 1min 21mins Connectivity 1% Utility 13% 2mins Email 1% 14mins Messaging 9% Source: Nielsen Informate Mobile Insights, India panel 18
  • UNPARRALLELED SMARTPHONE METERING CAPABILITY On-Device Meter 24/7 Accurate GENERATING INSIGHTS SINCE 2009Copyright ©2012 The Nielsen Company. Confidential and proprietary. 19
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. ONLINE APPS ARE A MEANS TO REACH INDIAN ANDROID & SYMBIAN USERS Smartphone Usage by OS Time spent per day (min) Offline Calls & Messaging Online Apps Online Browsing 65 57 38 23 59 30 36 45 27 43 18 27 45 46 45 8 Minutes 27 18 15 6 Total Time Overall Android BlackBerry Symbian Windows Mobile (mins) 157 193 122 145 59 Source: Nielsen Informate Mobile Insights, India panel 20
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1 KNOW WHEN TO SPEAK TO YOUR CUSTOMERS 5-8 am 8-12 noon 12-4 pm 4-8 pm 8-12 midnight Baby GO! Baby GO! Bejeweled Twist Blocked Traffic Free Browser Browser Browser Browser Browser Call Call Camera Connect Four Connect Four Daily Horoscope Messages Messages Messages Messages Messages Blackberry Media Player Voice Dialer Video Recorder Usage in 0.75 hrs 1.5 hrs 0.5 hr 1 hrs 2 hrs period USER PROFILE Age 36 Day starts Gender F Day ends 5:29 am with Income 35-59K 11.12pm with Browser Region Mumbai Incoming Call Device BB Torch 8900 Source: Nielsen Informate Mobile Insights, India panel 21
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 FIND A NEW WAY TO REACH YOUR CUSTOMERS 1 in 3 people access Video Streaming content and 1 in 4 access Mobile TV content Promote products via streaming video websites or Invest in YouTube video strategy Source: Nielsen Informate Mobile Insights, India panel 22
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3 NOT ALL APPS ARE EQUAL - REACH & USAGE nexGTV app users spend almost 5 minutes a day on the app which is far higher as compared to the users of any other TV app Understand which app to advertise on or create content for Source: Nielsen Informate Mobile Insights, India panel 23
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 CATCH ‘WINNERS’ EARLY Top moving App on Android in the last 3 months ‘Saavn’ and ‘Skitch’ Promote products on “Saavn” and “Skitch’ apps. Exclusive tie up with winning apps. TOP MOVING APPS June Sept Nov TOP MOVING APPS June Sept Nov Android market 82 92 95 Facebook app 68 76 71 Facebook app 55 69 66 Google Search by voice app 30 38 41 Google Search by voice app 31 42 47 Talking Tom Cat app 18 28 25 Talking Tom Cat app 19 30 28 Live wallPaper app 21 21 25 Skitch app - 0 10 P Google+ app - 12 10 Saavn Music app Google+ app 16 - 20 12 30 10 P Layar Reality Browser 16 10 10 News Hunt 15 8 10 Twitter App 12 12 9 Source: Nielsen Informate Mobile Insights, India panel 24
  • LEARNINGS IT’S NOT JUST THE APPS IT’S THE PANELS 1+1 is >2 INTEGRATION IS KEY LEVERAGING THE DATA: AN (UN)EXPECTED JOURNEYCopyright ©2012 The Nielsen Company. Confidential and proprietary. BEYOND THE COMFORT ZONE: BELIEVE IN FUSION 25
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. CAPITALIZE ON THE MAGIC OF MOBILE TO GET EVEN CLOSER TO CONSUMERS • WHAT CONSUMERS DO: Unlocking more of the customer journey • WHAT THEY WATCH: Harmonization of cross-platform measurement • WHAT THEY BUY: In home & Out of Home Purchases 26
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. Thank you Adrian Tan Email: adrian.tan@nielsen.com Twitter: AdrianTanKL 27
  • Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET