Dialing up Mobile Research with Behavioral Data

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Presentation by Roddy Knowles, Sr. Delivery Manager, Research Now Mobile

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Dialing up Mobile Research with Behavioral Data

  1. 1. Dialing up Mobile Research with Behavioral Data Roddy Knowles Sr. Delivery Manager, Mobile Research Expert
  2. 2. Smartphones Are Used Everywhere 2
  3. 3. Can This Be Dangerous? 3
  4. 4. Mobile Screen Time Continues To Rise 4
  5. 5. What Is Meant By “Mobile” Today? Which devices? 5
  6. 6. US Census vs. Mobile and Brand Demos Census 49% 50% Mobile 51% 50% 25% 25% 17% 20% 18% 23% 12% 15% 12% 15% 4% Male Brand Female 6% 4% 5% Less than $25K25K - $49K$50K - $74K$75K - $99K100K - $149K $ $ $150K - $199K $200K+ Gender Income Male Female < $25K $25K $49K $50K $74K $75K $99K $100K $149K $150K $199K $200K+ 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 3% 2% 2% 3% 1% 4% 4% 2% - Other 5% 7% 12% 3% 4% 5% 4% 4% 3% 6
  7. 7. US Census vs. Mobile and Brand Demos Census Mobile 72%73% 33% 29% 13%13% 18 - 24 Brand 18%18% 25 - 34 18%19% 35 - 44 19%20% 45 - 54 16%15% 55+ Hispanic 13%15% Caucasian Age Black 5% 6% 9% 6% Asian Other Black Asian Other Ethnicity 18-24 25-34 35-44 45-54 55+ Hispanic Caucasian 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 2% 2% 4% 4% 0% 3% 2% 2% 8% 2% Other 2% 1% 5% 7% 9% 6% 7% 4% 4% 3% 7
  8. 8. What Is Captured 2 Primary Mobile Platforms 7 Types of Data Collected Passively Location: GPS Apps: usage Phone calls: incoming, outgoing, missed, duration Text/SMS Messages: sent, received Email: sent, received Web: URL/websites visited Camera: usage 8
  9. 9. What Can Be Done With… Location Data (GPS)  Target and push surveys  Derive location type (e.g. home, work)  Filter behavioral data by location Considerations(GPS) Considerations • Not everyone is trackable • GPS accuracy: Satellite vs. Network  Not everyone is trackable • Type and frequency of  Type and frequency of communication communication and fencing  Advanced analytics 9
  10. 10. What Can Be Done With… App Data Considerations(GPS) Considerations • Not everyone is trackable  Survey targeting based on usage  Measure “stickiness”  Slice and dice • GPS accuracy: Satellite vs. Network  Foreground or background usage passive or “active” • Type and frequency of communication  Data structure and size 10
  11. 11. What Can Be Done With… Web/URL Data  Track websites/URLs visited  Aggregate – top sites by domain/property, category Considerations(GPS) Considerations • Not everyone is trackable • GPS accuracy: Satellite vs. Network  What is and isn’t captured • Type and frequency of communication  How much granularity is needed  Compare website usage vs. app usage 11
  12. 12. What Can Be Done With… Text, Music, Email, Camera Data  Track ingoing and outgoing communications  Log Camera usage  Capture specific details of music played Considerations(GPS) Considerations • Not everyone is trackable • GPS accuracy: Satellite vs.  Music listening varies Network by platform • Type and frequency of  Boolean capture communication  When content is important, ask 12
  13. 13. What This Means for Research Behavioral data stands alone… or hand in hand with other data points On its own/ Aggregated • Key indicators and measures • Trend spotting Sliced and diced Combined with survey data • Place and time • Stated vs. actual • Demographics • Trust but verify • Attitudes and behaviors • Understand the “why” 13
  14. 14. Aggregated Behavioral Data Top Level Report on User Activity December 2013 Summary Report of US Mobile Users 14
  15. 15. Website Visitation December, 2013 Top 10 Most Visited Websites Top 10 Websites with the Most Unique Visits 1. google.com 1. google.com 2. facebook.com 2. facebook.com 3. amazon.com 3. amazon.com 4. wikipedia.org 4. yahoo.com 5. youtube.com 5. wikipedia.org 6. walmart.com 6. youtube.com 7. ebay.com 7. ebay.com 8. answers.yahoo.com 8. espn.go.com 9. twitter.com 9. accuweather.com 10. walmart.com 10. ups.com Designates website ranks in top 10 for most visits and unique visits. 15
  16. 16. App Usage December, 2013 Top 8 App Categories Used % Reach Communications 29 Average Number of Apps Used Per Day Social Media 155% Email 124% App Stores 4 App Categories w/ 100%+ Reach 160% 100% Music 80% Streaming Video 76% Mapping & Nav. 70% Shopping 42% 16
  17. 17. App and Web Usage December 2013 17
  18. 18. Behavioral & Survey Data Combined In-store Phone Usage Grocery shoppers’ phone usage was captured, verified, and contextualized. 18
  19. 19. Shopper Profile Suzy Shopper Stop & Shop – March 28, 2013 Female, 38, Marri ed Stock Up Trip, 46-60 Minutes $96 Phone, E mail, Ret ailer App Coupon Used 19
  20. 20. App Usage Stated and Actual Types of Apps Used Text/SMS Phone Social 31% 25% 24% Shopping/ Retail Games 21% 13% 16% 12% 14% 11% 5% Stated Actual 20
  21. 21. App Usage What & Why 39% 46% Call about a purchase Message about a purchase What did you buy? 21
  22. 22. App Usage What & Why Shopping List 83% Coupon 45% Compare Prices 41% 22
  23. 23. 23
  24. 24. Thank you! Roddy Knowles roknowles@researchnow.com 24

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