Using Mobile Digital Ethnography toMeasure the 2010 World CupJustin T. Bailey, The Nielsen Company   Sean Conry, TechneosE...
The Evolution of Survey                                                                                                  2...
Surveying With Smartphones• Advantages  – In-the-moment data collection –    eliminates recall bias  – On-the-go data coll...
Nielsen’s Smartphone Past – Case Study• Initial test of digital ethnography  methodology (Lai et al., 2009)  –10 day-panel...
Smartphones in South Africa                                                                                               ...
Smartphones in South Africa• Smartphone penetration low in Africa –Compared to other areas:   • Mobile Internet penetratio...
Smartphones in South Africa• Recent surge in mobile  penetration –Lower cost phones  recently introduced –60% of mobile us...
Measuring the World Cup                                                                                                   ...
Measuring the World Cup - Objectives• Assess the engagement and excitement• Measure real-time effects of advertising• Meas...
Measuring the World Cup - Methodology• 428 Blackberry Curves• 4 cities; 4 languages• 35 Days of the World Cup• 5 Surveys a...
Compliance Results – Success!• 84% of all surveys were completed• No “fatigue factor” over time• 61% were completed in les...
Engagement and Excitement                                                                                                 ...
Watching the World Cup Out of Home                                                                                        ...
Watching the World Cup Out of Home                                                                                        ...
World Cup Sponsors                                                                                                        ...
Purchasing Behavior – Food & Drink                                                                                        ...
Life360 Reports in RatingPoint                                                                         During the World Cu...
A Glimpse Of Our Panelists –What you focused on right now?                                                                ...
19Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Digital Ethnography at World Cup
20Copyright © 2011 The Nielsen Company. Confidential and proprietary.
21Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Conclusions                                                                                                  22 Copyright ...
Conclusions                                                                                                  23 Copyright ...
Next Steps• 2012 Olympics – London                                                                       24 Copyright © 20...
Next Steps2012 Olympics – London• Geofencing & Breadcrumbing• Barcodes• Video component• Development of standards   – Ince...
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'Using mobile digital ethnography to measure the 2010 World Cup' - The Nielsen Company and Techneos (Mobile Research Conference 2011)

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Last year’s World Cup was the setting for this study on measurement engagement, media consumption and brand purchasing / awareness. Learn about the benefits of mobile ethnography data; a longitudinal study on response rates and data quality throughout the tournament; and the challenges encountered with respect to media measurement in an era of on-the-go mobility.

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'Using mobile digital ethnography to measure the 2010 World Cup' - The Nielsen Company and Techneos (Mobile Research Conference 2011)

  1. 1. Using Mobile Digital Ethnography toMeasure the 2010 World CupJustin T. Bailey, The Nielsen Company Sean Conry, TechneosE. Nicole BenskyLorelle VannoKaren BenezraHala MakowskaMichael Link
  2. 2. The Evolution of Survey 2Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  3. 3. Surveying With Smartphones• Advantages – In-the-moment data collection – eliminates recall bias – On-the-go data collection – increases survey coverage area• Disadvantages – Mobile device = shorter attention span (Callegaro, 2010) • More break-offs than online – Face obstacle of coverage error • Difficult to reach populations without smartphones To optimize response, use short, spontaneous surveys 3 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  4. 4. Nielsen’s Smartphone Past – Case Study• Initial test of digital ethnography methodology (Lai et al., 2009) –10 day-panel measuring media consumption• Insightful qualitative interviews –High compliance –Alarms/reminders too loud and annoying –Question formatting is important –Anticipation bias: huge factor –Phones could serve as incentive 4 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  5. 5. Smartphones in South Africa 5Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  6. 6. Smartphones in South Africa• Smartphone penetration low in Africa –Compared to other areas: • Mobile Internet penetration is low • Device Cost is high • Service Cost is high 6 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  7. 7. Smartphones in South Africa• Recent surge in mobile penetration –Lower cost phones recently introduced –60% of mobile users have WAP enabled phones (source: Yonder Mobile Media)Bottom Line: South Africa provided a new, unexplored space to test smartphone surveys 7 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  8. 8. Measuring the World Cup 8 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  9. 9. Measuring the World Cup - Objectives• Assess the engagement and excitement• Measure real-time effects of advertising• Measure out-of-home viewing• “Tell a story” about experiencing the World Cup• Improve previous Nielsen digital ethnography methodology 9 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  10. 10. Measuring the World Cup - Methodology• 428 Blackberry Curves• 4 cities; 4 languages• 35 Days of the World Cup• 5 Surveys a day; 3-5 min• In-the-moment and retrospective• Varied questions per day/daypart• Randomized alarming• Photos and captions• Field Staff support 10 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  11. 11. Compliance Results – Success!• 84% of all surveys were completed• No “fatigue factor” over time• 61% were completed in less than 10 min• 71% took pictures with captions 11 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  12. 12. Engagement and Excitement Life360What type of TV programming did you watch? WORLD CUP 56% Drama / Soap 39% News 34% Reality 16% Sports 15% What programming did you listen to on the radio? Sitcom 9% Music 35% Other 19% News 23% Talk-show 19% WORLD CUP 9%Typically Soap Operas and Drama’s attract thebiggest audiences in South Africa. These Sports 4%genres were surpassed by the viewership of Other 6%the World Cup content during the tournament.11 June – 11 July Source: Nielsen Life360 South Africa* excluding days without games Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban 12 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 12
  13. 13. Watching the World Cup Out of Home Life360 Daily World Cup Coverage (%)80% In-Home Out of Home 58%60% 56% 56% 54% 53% 51% 50% 52% 52% 50% 51% 52% 50% 50% 51% 51% 50% 49% 48% 49% 48% 47% 48% 43% 44%40% 39% 2nd match was on the public holiday and started at 20:30 28% 28%20% 23% 20% 21% 20% 20% 18% 20% 19% 18% 18% 16% 15% 14% 15% 14% 12% 13% 12% 11% 11% 9% 7% 0% 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 2 3 6 7 10 11 June | July According to Nielsen Life360, an average of 18% of adults (16+) in South Africa watched the World Cup on TV out-of-home with peaks on 11th and 22nd of June when their home team played against Mexico and France. Source: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+) 13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 13
  14. 14. Watching the World Cup Out of Home Life360 TV in Home 70% 46% TV Out of Home 28% 18% 19% Guests 11% 4.1% Bar / Pub / Shebeen 3.1% 4.0% Workplace 2.3% Total Audience (%) 1.4% Fan Park World Cup Audience (%) 1.4%11 June – 11 July Source: Nielsen Life360 South Africa* excluding days without games Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban 14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 14
  15. 15. World Cup Sponsors Life360 What brands stood out to you today? What ads have you noticed following sports today? Coca-Cola 18% Drinks / Beverages / Beer 40% MTN 16% Cell phone / Network 33% Adidas 9% Sports Wear / Equipment 25% Sony 5% Food / Restaurants 23% McDonalds 4% Banking / Financial Services 21% Nike 4% Cars / Car Products 20% Visa 3% Electronics 12% Hyundai 3% Airlines 11% Kia Motors 3% Other 10% Fly Emirates 2% FIFA 2% Unprompted Don’t Remember 9% Prompted Source: Nielsen Life360 South Africa11 June – 11 July Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban 15 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 15
  16. 16. Purchasing Behavior – Food & Drink 16 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  17. 17. Life360 Reports in RatingPoint During the World Cup, RatingPoint was available online providing clients with: Unique possibility to track daily the Life360 results (only with 2 days lag) Graphical and tabular representation of the results according to selected targets, variables and dayparts 17 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 17
  18. 18. A Glimpse Of Our Panelists –What you focused on right now? 18 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  19. 19. 19Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  20. 20. 20Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  21. 21. 21Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  22. 22. Conclusions 22 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  23. 23. Conclusions 23 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
  24. 24. Next Steps• 2012 Olympics – London 24 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  25. 25. Next Steps2012 Olympics – London• Geofencing & Breadcrumbing• Barcodes• Video component• Development of standards – Incentive: Phone or Cash – Supplied vs. Owned Device – Interview Length – Panel Length – Surveys per day – Wider randomization to overcome anticipation bias 25 Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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