'Measuring the French mobile internet audience' - Médiamétrie (Mobile Research Conference 2011)

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All French mobile customers were measured as part of this ambitious collaborative project to build a coherent picture of mobile internet use across Europe. Now for the first time in France advertisers can see real, aggregated mobile audience data offering the insight they need for better planning of marketing campaigns, and, in return, inevitably accelerate sales of mobile advertising inventory. Médiamétrie will explain how they carried out this extensive study of French mobile users and what this means for mobile research as a methodology, as well as mobile advertising.

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'Measuring the French mobile internet audience' - Médiamétrie (Mobile Research Conference 2011)

  1. 1. Measurement of MobileInternet audience in FranceTiphaine GoisbeaultDirector of Telecom Department
  2. 2. Médiamétrie
  3. 3. Médiamétrie the company for measuring audiencesof audiovisual and interactive media
  4. 4. Media measured6 committees fordefining, orienting and approving reference measurementsTelevision RadioCinema WebMobile Internet Cross-Media
  5. 5. Main subsidiaries Médiamétrie//NetRatings with Nielsen Médiametrie-eStat Metric Line MarketingScan Digitime G.I.E. Audipub
  6. 6. Methodology of theMobile Internet audiencemeasure
  7. 7. Players at the mobile Internet Committee CRTMUDA et UDECAM
  8. 8. 29 Clients : a big commercial success !
  9. 9. ObjectivesTo have a real audience measurement on the mobileinternet and mobile marketing, to be used by mediaagencies, sales houses, advertisers and publishers.To compare the mobile performances with thosemeasured on the other media and on the fix Internet.
  10. 10. The measure’s field • Internet surf on connected mobile phones • Surf on connected apps (iPhone, Android, Windows Mobile, Symbian,…) In • Audience realized outside by French members • Wifi connections through a scientific modelization to be made with site-Soon centric data : 2011 • Streaming (audio and vidéo) : 2011 • Surf on BlackBerry (all data are stored on RIM’s server) • All equipments that are not mobile phones (tabs, MP3 players…) • 3G keys are included in the fix internet measure (panel Mediametrie//NetOut Ratings) • Surf on Opera browser • Surf on crypted sites (Https) • MVNO (possible integration in the next months)
  11. 11. An hybrid system for an accurate figure 1- Operators logs (3G) 2- Mobile Internet 1001101010101011101 users sample 1001001011111000101 1001100101000101101 0101101111111000101 An exhaustive 0010101000101011010 + = … 10 000 mobinauts profiled 1001101010101000111 measure 900 millions logs/day ! 1- An EXHAUSTIVE 2- A REPRESENTATIVE panel of 10 000 French last measure of all observed month mobinauts to obtain connections and profile data and have a anonymously provided by mediaplanning approachthe 3 French mobile phone operators
  12. 12. Internet Mobile users sample Sample Reference population 10 000 : Reference population representativeness All French mobile Internet users Recruitment by phone or internet (phone numbers random sample) Gives profile data
  13. 13. Methodology Exhaustive logs Sample Matching between collection recruitement logs and sample, third party role WIFI connexions in Survey utilisation to Web sites and addition with keep cohesion applications coding,• Q1… statistic estimation between logs and analysis and results publication (coming soon)• Q2… sample results 3G• etc.. Exclusive 3G and WIFI
  14. 14. The third partyMission: to respect personal data Principle - Keynectis is the link between Mediametrie Third party and operators - Mediametrie can match logs and individuals number anonymously 06.16.06.40.29 - Operators do not know individuals’’idendity b0a2d153878939228c9dd8667 Mobile phone Médiamétrie - No one owns complete information operators - This principle was introduced to « CNIL »
  15. 15. Brand-support : A new level for Mobile Internet codification(vs web) Parent: Groupe A Brand: brand A Brand: brand B Brand-Support Brand-Support Brand-Support brand A-Site brand Mobile-App brand B-Site Channel brand A Channel brand A Site-section 1 Application 1 Channel brand A Channel brand A Site-section 2 Application 2 More than 1 021 apps codified
  16. 16. Key results
  17. 17. Available KPIs• Sites: Unique Visitors, Viewed Pages, Duration(inactivity = 5 min without action)• Apps: Unique Visitors, Sessions (inactivity = 5 min withoutaction)
  18. 18. Smartphone equipment in France +60% 31,4% 19,8% 13 millions Q1 2010 Q1 2011Source : Médiamétrie – TSM/MCI – Q1 2010 / Q1 2011Copyright Médiamétrie
  19. 19. Use of Mobile Internet in France Last month mobinauts 35,5% 26,1% 15,4 millions + 4,9 millions 10,5 millions Q4 2008 Q4 2010Base : All main mobile phone usersSource : Médiamétrie – TSM/MCI – Q4 2010Copyright Médiamétrie
  20. 20. Number of connected mobile phones 24 775 000 ± 57,1% of 23 165 000 mobile phone users ± 53,7% of mobile phone users + 6,9 % Q3 2010 Q4 2010Source : Médiamétrie – Mobile Internet Audience Measure– Q3 2010 - Q4 2010Copyright Médiamétrie
  21. 21. The applications contribution 92,4 % of mobinauts connected in at least one site during the 4th quarter 2010. = +6 points 37,7% of mobinauts consulted at least one in one application during the 4th quarter 2010. quarterSource : Médiamétrie – Mobile Internet Audience Measure– Q4 2010Copyright Médiamétrie
  22. 22. Top by category Portals / Search engine / Community 19 839 Telecom / Internet services 14 096 Entertainment 13 869 News 9 016 Computer science / electronics 6 180 Travel 5 958 Multi-product purchase / Offer 5 671 Corporate sites 3 780 Fashion / Home / Cooking 3 474 Family / lifestyle 3 466 Bank / Finance / Insurance 2 620 Automobile 2 080 Employment & Training 1 733 Public organization / Association 1 347Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010Copyright Médiamétrie
  23. 23. Top 20 - Parents Search Rank Audience Rank Audience engine 1. Google 10 751 463 11. Yahoo! 3 387 384 Social community 2. Facebook 9 999 471 12. Groupe Lagardère 3 378 600 3. France Télécom Orange 9 708 960 13. Groupe TF1 2 935 642Operator Contents (portals 4. SFR 7 624 570 14. Groupe Figaro 2 414 302 and and entertai apps) 5. Bouygues Telecom 4 999 876 15. Dailymotion 2 406 444 nment 6. Apple Computer 4 914 517 16. Bertelsmann 2 339 132Leader on 7. Microsoft 4 585 390 17. AlloCiné 2 221 182 the fix Feature Internet 8. Groupe Pages Jaunes 4 236 792 18. Iliad 2 197 655 s and Pure 9. Wikimedia Foundation 3 584 439 19. SNCF France 2 164 466 tools mobil e 10. Twitter 3 540 614 20. Benchmark Group 1 910 697 playerSource : Médiamétrie – Mobile Internet audience measure – Q4 2010Copyright Médiamétrie
  24. 24. Top 20 - Brands Rank Audience Rank Audience 1. Facebook 9 999 471 11. PagesJaunes 3 477 420 2. Google 9 931 964 12. Apple 3 093 810 3. Orange 9 119 391 13. Mappy 2 930 897 4. SFR 7 591 299 14. Yahoo! 2 696 792 5. YouTube 7 139 087 15. Dailymotion 2 406 444 6. Bouygues Telecom 4 990 631 16. AlloCiné 2 221 025 7. iTunes 4 686 359 17. Free 1 873 265 8. MSN/Windows Live 3 591 514 18. Leboncoin.fr 1 810 915 9. Wikipedia 3 550 595 19. Game Center 1 766 703 10. Twitter.com 3 540 609 20. L’Internaute Magazine 1 743 843Source : Médiamétrie – Mobile Internet audience measure – Q4 2010Copyright Médiamétrie
  25. 25. Mobinauts profile Sex Social group 21,2% 17,4% Non working Female 40,2% Students 30,0% Social group - Social group + Male 59,8% 31,4%Source : Médiamétrie – TSM/MCI – Q4 2010Copyright Médiamétrie
  26. 26. Comparing mobile surf social group + / students Index based on all mobinauts (base 100) Social group + Students Blogs / community sites 143 94 Entertainment 79 125 Music 147 101 TV media / radio 83 118 Online games 130 98 News 98 123 Search engine 125 108 Telephony and mobile 118 services 101 Internet tools / online 119 services 136 Videos / Cinema 122 109 Generalist portal 100 100Source : Médiamétrie – Mobile Internet audience measure– Q4 2010Copyright Médiamétrie
  27. 27. Comparing mobile surf smartphone / no smartphone Non smartphone Smartphone Internet tools / online services 660 100 Entertainment 496 100 TV media / radio 431 100 Index based on no News 393 smartphone (base 100) 100 Videos / Cinema 325 100 Online games 264 100 Music 240 100 Search engine 239 100 Blogs / community sites 196 100 Telephony and mobile services 149 100 Generalist portal 116 100Source : Médiamétrie – Mobile Internet audience measure– Q4 2010Copyright Médiamétrie
  28. 28. Coming projectsCross-media including mobileaudience : june 2011Mediaplanning data : september2011Cross-media mediaplanning data :end of 2011
  29. 29. Thank you for your attentionTiphaine Goisbeaulttgoisbeault@mediametrie.fr

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