Analyse your audience by device - Webinar AT Internet

Online Intelligence Solutions
MULTI-DEVICE
Webinar 03-13-2014
Stéphanie Legrand

ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
AGENDA
o Mobile trends
o The device analysis
o Mobile analytics reminder
o TOP 5 scénarii – demo session
o Use case E-commerce site
o Data visualization
o Questions

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Mobile trends

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TABLET IS NOT MOBILE
CONTEXT

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MOBILE FIRST
CONTEXT

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AT INTERNET STUDY
TRAFFIC EVOLUTION WEBSITES & APPS
FRENCH MARKET
Period: January 2012 to December 2013 . Perimeter : 2 933 web sites and 263 apps tagged by AT Internet.

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The device analysis

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THE INTERFACES
 The dimension is accessible in Technology Menu or in
Dimensions Menu in Data Query

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THE DETECTION
Our device detection is based on the WURFL (Wireless Universal
Resource FiLe).
WURFL is a set of proprietary application programming interfaces (APIs)
and an XML configuration file which contains information about device
capabilities and features for a variety of mobile devices.
Traffic distribution is attributed to 5 segments: PC, smartphones, tablets,
Smart TV and Consoles. If the device used has not been recognised, the
traffic will be allocated to the "PC" segment by default.
WURFL

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THE DETECTION
 Web sites, mobile optimised sites and apps developed in html5 and
webview generate "User Agent" strings by connecting to browsers. The
"User Agent" strings are then interpreted by a WURFL database which is
updated on a daily basis.
 The WURFL does not process information associated with native apps.
Depending on the operating system, apps will not return the user-agent
string otherwise it would not be possible to exploit the user-agent string.
There is no User agent for Android and the traffic is classified as being 'Undetermined'. Apple's iOS
creates a user-agent which cannot be exploited: by default the WURFL classifies it as PC traffic.
WURFL PROCESS

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Mobile analytics : reminder

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MOBILE ANALYTICS
 Mobile sites and applications analyses are displayed in the
Mobile Edition
Specific analyses in Mobile Edition:
o Brands and models
o Resolutions
o Speed
o App versioning
o Providers

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MOBILE ANALYTICS
 SDK available
o iPhone/iPad
o Android
o Blackberry (not BB10)
o Windows 8
 Tagging specificities :
o Application launch/ Background / Close
o Offline mode
APPLICATIONS
In Analyzer Mobile Edition,
the inactivity period is 10
minutes by default.
This duration can be modified
on demand.

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TOP 5 SCENARII

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MULTI-DEVICE
 Identify the most successful devices
 Adapt the content to the context of mobility
 Compare the behavioral of users groups
 Deliver great cross-device web experiences.
BENEFITS

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#1 – APPS OR WEB SITE STRATEGY
 Compare the performance of my content regarding tablets
users
o Website Ipad & Android : check the part of the traffic ?
• iPad application traffic
• Android tablet application traffic
BEHAVIOR OF TABLETS USERS

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# 2 MARKETING STRATEGY
 Compare the behavior of users on my website
o What is the part of mobile and tablet users ?
o Sources by devices
o Sources bounce rates by devices
WHICH SOURCES DRIVE TRAFIC BY DEVICE

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#3 CONTENT STRATEGY
 Compare TOP 10 products on tablets and PC
 Adapt content selection
WHICH CONTENT BY DEVICE

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#4 FUNNELS
 Focus on mobile funnel
 Segment on mobile abandonists (ID visitor), do they switch on
another device ?
INFLUENCE OF THE DEVICE ON PATHS

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# 5 ACQUISITION STRATEGY
 Are tablet users really spend more ?
o Compare conversion rate by devices
o Compare sales / conversions/ devices
 New vs returning
o Compare the behavior of smartphones users vs all the users
o Complementary device ?
WHICH DEVICE FOR ACQUISITION

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USE CASE
 Study base: identified visitors
 User experience by device on website, mobile site, apps
o Which combination by user ?
o How do they behave ?
 How can we adapt a content strategy based on devices ?
CONTEXT

© COPYRIGHT 2014
USE CASE
KEY METRICS
Web Mobile iphone iPad
Visits 405 978 9 097 92 695 18 292
Pages 6 653 916 146 796 2 154 905 451 024
Bounce rate 18% 17% 5% 4%
Pages/Visits 19,8 19,3 24,3 25,5
Time/Visits 7 min 41 6 min 14 3 min 42 5 min 39
Web Appli Iphone Appli ipad
Conversions 8 547 295 1 032 302 311 549
Conversion
rates
3,317% 1,922% 3,232%

Online Intelligence Solutions
www.atinternet.com
mail : atcontact@atinternet.com

Analyse your audience by device - Webinar AT Internet

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