Overcoming challenges of implementing mobile audience measurement studies in multiple countries - ComScore


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Presented by Beth Uyenco, Senior Vice President, International Research - ComScore
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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Overcoming challenges of implementing mobile audience measurement studies in multiple countries - ComScore

  1. 1. 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
  2. 2. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  3. 3. Overcoming the ChallengesImplementing mobile audience measurementstudies in multiple countries Beth Uyenco, Senior Vice-President | January 30, 2013 Market Research in the Mobile World Asia © comScore, Inc. Proprietary.
  4. 4. AgendaWhat of mobile do we measure?What challenges have we faced? - How we’ve responded to these challengesOur Multi-Platform Vision - Why multi-platform is an imperative - How mobile would be measired and integrated © comScore, Inc. Proprietary. 2
  5. 5. What we measure in the mobile world:MobiLens /TabLens Mobile Metrix Ad Metrix Mobile / tablet Site rankings, trending, Display advertising behaviors, demographics on tracking across thedemographics and key mobile smartphones mobile internet landscape features © comScore, Inc. Proprietary. 3
  6. 6. MobiLensMonthly online surveys delivering insight since 2004Large monthly samples in eight countriesLinks demographics, device model, and consumption patterns Demographics Media Consumption Retail & e-Commerce Mobile Devices Age / Gender / Income Games, Music & Video Shopping activities 300+ device attributes Region / Employment 36 categories In-store behavior Satisfaction Education / Ethnicity 300+ brands Category & spend (Q2) Purchase profiling HH composition Tablet ownership Communication Social Media Marketing & Ads Subscriber Profile Email Social networking Web/app ad exposure Carrier / Plan Type SMS /MMS Location check-in QR codes Spend / Satisfaction Instant messaging Photo/video sharing Churn intent Multiple Access Methods Browser, Application, SMS Canada, France, Germany, Italy, Japan, Spain, United Kingdom, and United States © comScore, Inc. Proprietary. 4
  7. 7. MobiLens: Share of Total Smartphone Users by Device100% 3%90% 25% 29% 25%80% 45%70% US Android60% 26% Apple 44%50% 42% RIM Palm40% 27% 10% Symbian Microsoft30% 8%20% 21% 3% 34% 19%10% 19% 2% 2% 10% 6% 0% 2005 2007 2009 2011 Source: comScore Mobilens US © comScore, Inc. Proprietary. 5
  8. 8. MobiLens: Share of Total Smartphone Users by Device35,000 29.7 million30,000 1.8%25,000 Japan Symbian20,000 66% 15.1 million RIM* Microsoft15,000 6% Android Apple *RIM Not measured10,000 in 2011 61% 5,000 32% 33% 0 Q3 2011 Q3 2012 Source: comScore Mobilens Japan © comScore, Inc. Proprietary. 6
  9. 9. MobiLens: Insights on usage by device in Japan Took Photos 1-3x/month 0 100 200 300 400 500Watched any video on mobile phone 1X/week or moreEmailed almost every day for work or personal All Android Phone Users Accessed news and information 1x/week or more All Apple Phone Users Sent text message almost daily Accessed Social Networking site 1X/week or more Research product features via web browser 100 = All Mobile Owners 13+ years Q3 2012 Compared product prices 1-3x/month Played games on mobile 1X/week or more Research product features via application Listened to music almost everyday © comScore, Inc. Proprietary. 7
  10. 10. Mobile Metrix 2.0• Behavioral-level insights across iOS, Android and RIM platforms• App vs. Browser and unduplicated total audience reporting• Key metrics including unique visitors, reach & time spent• Demographic segmentation by age, gender and income © comScore, Inc. Proprietary. 8
  11. 11. Smartphones & Tablets have changed the digital landscapeBut the Mobile Ecosystem has unique measurement challenges • Limited usefulness of traditional methodologies • New and different data sources, each with blind spots • Requirement for new integrative methods to leverage best of each sourceTo See the Future of Digital Media Measurement, Look to Mobile © comScore, Inc. Proprietary. 9
  12. 12. Mobile Metrix Solution: Integrating multiple data sources PERSON-Centric Panels SITE-Census Measurement iPhone, Android, RIM via tagged sites and apps PANELS CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 10
  13. 13. Mobile Measurement Challenges Consistent Consistent Measurement Mobile Web Measurement ofacross Operating Device Std. Web; Mobile and Systems Technology Web, and Apps Application Fragmentation Technologies User / Integrate Best Publisher / User Platform DetermineData Sources into Network Fragmentation Unduplicated Unified Data Sources Audience across Methodology Multiple Platforms © comScore, Inc. Proprietary. 11
  14. 14. Managing Fragmentation Mobile Devices Publishing Digital — Users will access Technologies Consumption digital media — “The web” — Share of digital using 1,100 is no longer requirements different mobile singular shifting across handsets multiple devices — Must measure all forms of publication to capture full audience Must develop Metering must be Must synthesize methodologies to supplemented with publication channels measure degree of site-centric and and measure cross multi-platform network-centric data usage consumption © comScore, Inc. Proprietary. 12
  15. 15. What we learned:Site-centric measurement is Central Glue to tie together platform and network methods High quality ‘Tonnage’ measurement Low quality Unique IdentifiersNetwork-centric measurement can become Bedrock High quality Unique Identifiers Highly Secure, Robust Privacy Protection Partial ‘Tonnage,’ Wi-fi activity is off-network.Panels Matter, but Concepts must Evolve Meter Panels: deep visibility into platform usage Household Panels: visibility into multi-device consumption & incremental reach Demographic Panels: visibility into demo comp © comScore, Inc. Proprietary. 13
  16. 16. Our Multi-platform Visionand mobile’s place © comScore, Inc. Proprietary.
  17. 17. The multi-platform vision is to integrate the measurement datacurrently collected through these 3 services Media Video Mobile Metrix Metrix Metrix Mobile Visitation, Page App Usage Video Consumption Visitation Devices supported: PC, Smartphones, Tablets © comScore, Inc. Proprietary. Media Metrix Multiplatform v1 BETA available in Nov 2012
  18. 18. Multi-platform Audience Measurement MethodsMulti-platform Measurement Strategy  Measure each Platform using best possible source  Estimate Audience Overlap across Platforms based on direct observation from smaller sourcesMeasuring Multi-platform Overlap  Power of comScore Census Network  Dynamic (“Virtual”) Panel techniques  Modeling entity-level overlap © comScore, Inc. Proprietary.
  19. 19. Learnings From our First Multi-platform Studies © comScore, Inc. Proprietary. 17
  20. 20. What We Learned about MethodologyBuilding large enough samples to measure cross-platform is practicallyunachievable 10,000, 50,000, 100,000 … not enough to measure the overlap between digital and TV. “Single source” continues to be a foundational and necessary methodology The key is to leverage census measurements for multi-platform measurementIt’s not possible to measure digital world with consumer panels alone The study exceeded its target of 5,000 panelists and had 10,000 panelists; However, digital media was only reportable at the highest level of the comScore dictionary.Advanced advertising strategies require new measurement solutions Solutions must be scalable, census-based with real-time platform for connection, analysis and application of data © comScore, Inc. Proprietary. 18
  21. 21. CIMM Next Steps: How to Scale? “…. such that it can affordably track exposure across platforms to different combinations of cross-platform content delivery for a majority of video content producers (one estimate is that at least 1M respondents might be required).” © comScore, Inc. Proprietary. 19
  22. 22. 2nd study:London Olympics Billion Dollar Lab for NBC 720 “ Tech-forward” Panelists Olympic Enthusiasts Television PCs and Laptops Tablet • Continuous, • Tracked visits to • Measured passive nbcolympics.com and nbcolympics.com, NBC measurement of social media sites Olympics Apps, WAP, Olympics on all and social media channels with set − In and Away from top box data Mobile Home • Measured NBC • Demos and Olympics Apps and location collected WAP usage with E-diaries − In and Away from Home © comScore, Inc. Proprietary. 20
  23. 23. More Screens = More Time Spent on Every Device Average Time Spent Per Day Following Olympics 8hr 29min 47 min Tablet 6hr 50min 40 min Mobile 51 min 55 min PC/Laptop 5hr 18min 59 min 50 min 6hr 7min TV 5hr 4hr 19min 4hr 28min TV Only TV Only TV + PC/Laptop TV + TV + TV + TV + PC/Laptop + TV + PC/Laptop + PC/Laptop Only PC/Laptop + Mobile Only PC/Laptop + Mobile + Tablet Mobile Mobile + TabletSource: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV andPC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all4 screens. © comScore, Inc. Proprietary. 21
  24. 24. Building Blocks of Multi-Platform MeasurementUsing IP Address Digital Threading Pair-wise and 3-way Duplica-tion/ Overlap Smartphone Depth of Tablet, PC, Consumer Panel TV & Radio Multi- Platform Measure- Syndicated ment Breadth of Measure- ments Data Nationally Projectable and At Scale © comScore, Inc. Proprietary. 23
  25. 25. TV TV Demos Portable TV Viewing STB Data + Arbitron PPM People Meter™ Radio Radio Arbitron PPM PC PC PC comScore Census/Tag + comScore Panel Data Unified Digital Data Measurement™Mobile Phone Mobile comScore Census/Tag + Mobile comScore Tablet Data Panel Data comScore technology/input Arbitron technology/input © comScore, Inc. Proprietary. 24
  26. 26. TV-PC comScore panelists within STB subscribers TV PC TV-Radio PC-MobileArbitron PPM® Panel comScore Census Data Mobile Radio & Tablet TV-PC-Mobile comScore panelists within STB subscribers © comScore, Inc. Proprietary. 25
  27. 27. TV PCPPM® Code Detection Download comScore cookie(Measuring TV-Radio) (Measuring PC-Mobile-Tablet) Radio Mobile 2,000 Arbitron PPM® Panelists © comScore, Inc. Proprietary. 26
  28. 28. Thank You© comScore, Inc. Proprietary.
  29. 29. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  30. 30. 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