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Measurement of Mobile
Internet audience in France

Tiphaine Goisbeault


Director of Telecom Department
Médiamétrie
Médiamétrie
        the company
   for measuring audiences
of audiovisual and interactive
            media
Media measured


6 committees for
defining, orienting and approving reference measurements


Television                      Radio


Cinema                          Web


Mobile Internet                 Cross-Media
Main subsidiaries


           Médiamétrie//NetRatings with Nielsen


           Médiametrie-eStat


           Metric Line


           MarketingScan


           Digitime


           G.I.E. Audipub
Methodology of the
Mobile Internet audience
measure
Players at the mobile Internet Committee




  CRTM
UDA et UDECAM
29 Clients : a big commercial success !
Objectives




To have a real audience measurement on the mobile
internet and mobile marketing, to be used by media
agencies, sales houses, advertisers and publishers.




To compare the mobile performances with those
measured on the other media and on the fix Internet.
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//Net
Out    Ratings)
       • Surf on Opera browser
       • Surf on crypted sites (Https)
       • MVNO (possible integration in the next months)
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 approach
the 3 French mobile phone
         operators
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
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
The third party



Mission: 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 »
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
Key results
Available KPIs



• Sites: Unique Visitors, Viewed Pages, Duration
(inactivity = 5 min without action)



• Apps: Unique Visitors, Sessions     (inactivity = 5 min without
action)
Smartphone equipment in France


                                                               +60%


                                                                         31,4%


                                                     19,8%
                                                                      13 millions




                                                     Q1 2010            Q1 2011




Source : Médiamétrie – TSM/MCI – Q1 2010 / Q1 2011
Copyright Médiamétrie
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 2010



Base : All main mobile phone users
Source : Médiamétrie – TSM/MCI – Q4 2010
Copyright Médiamétrie
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 2010


Source : Médiamétrie – Mobile Internet Audience Measure– Q3 2010 - Q4 2010
Copyright Médiamétrie
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.                            quarter




Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010
Copyright Médiamétrie
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                 1 347



Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010
Copyright Médiamétrie
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         2 935 642
Operator                                                                                                      Content
s (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        2 339 132
Leader 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
   player




Source : Médiamétrie – Mobile Internet audience measure – Q4 2010
Copyright Médiamétrie
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   1 743 843




Source : Médiamétrie – Mobile Internet audience measure – Q4 2010
Copyright Médiamétrie
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 2010
Copyright Médiamétrie
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
                                                                                                   100


Source : Médiamétrie – Mobile Internet audience measure– Q4 2010
Copyright Médiamétrie
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
                                                                   100



Source : Médiamétrie – Mobile Internet audience measure– Q4 2010
Copyright Médiamétrie
Coming projects


Cross-media      including   mobile
audience : june 2011


Mediaplanning data : september
2011


Cross-media mediaplanning data :
end of 2011
Thank you for your attention


Tiphaine Goisbeault
tgoisbeault@mediametrie.fr

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

  • 1. Measurement of Mobile Internet audience in France Tiphaine Goisbeault Director of Telecom Department
  • 3. Médiamétrie the company for measuring audiences of audiovisual and interactive media
  • 4. Media measured 6 committees for defining, orienting and approving reference measurements Television Radio Cinema Web Mobile Internet Cross-Media
  • 5. Main subsidiaries Médiamétrie//NetRatings with Nielsen Médiametrie-eStat Metric Line MarketingScan Digitime G.I.E. Audipub
  • 6. Methodology of the Mobile Internet audience measure
  • 7. Players at the mobile Internet Committee CRTM UDA et UDECAM
  • 8. 29 Clients : a big commercial success !
  • 9. Objectives To have a real audience measurement on the mobile internet and mobile marketing, to be used by media agencies, sales houses, advertisers and publishers. To compare the mobile performances with those measured on the other media and on the fix Internet.
  • 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//Net Out Ratings) • Surf on Opera browser • Surf on crypted sites (Https) • MVNO (possible integration in the next months)
  • 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 approach the 3 French mobile phone operators
  • 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. 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. The third party Mission: 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. 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
  • 17. Available KPIs • Sites: Unique Visitors, Viewed Pages, Duration (inactivity = 5 min without action) • Apps: Unique Visitors, Sessions (inactivity = 5 min without action)
  • 18. Smartphone equipment in France +60% 31,4% 19,8% 13 millions Q1 2010 Q1 2011 Source : Médiamétrie – TSM/MCI – Q1 2010 / Q1 2011 Copyright Médiamétrie
  • 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 2010 Base : All main mobile phone users Source : Médiamétrie – TSM/MCI – Q4 2010 Copyright Médiamétrie
  • 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 2010 Source : Médiamétrie – Mobile Internet Audience Measure– Q3 2010 - Q4 2010 Copyright Médiamétrie
  • 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. quarter Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010 Copyright Médiamétrie
  • 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 1 347 Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010 Copyright Médiamétrie
  • 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 2 935 642 Operator Content s (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 2 339 132 Leader 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 player Source : Médiamétrie – Mobile Internet audience measure – Q4 2010 Copyright Médiamétrie
  • 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 1 743 843 Source : Médiamétrie – Mobile Internet audience measure – Q4 2010 Copyright Médiamétrie
  • 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 2010 Copyright Médiamétrie
  • 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 100 100 Source : Médiamétrie – Mobile Internet audience measure– Q4 2010 Copyright Médiamétrie
  • 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 116 100 Source : Médiamétrie – Mobile Internet audience measure– Q4 2010 Copyright Médiamétrie
  • 28. Coming projects Cross-media including mobile audience : june 2011 Mediaplanning data : september 2011 Cross-media mediaplanning data : end of 2011
  • 29. Thank you for your attention Tiphaine Goisbeault tgoisbeault@mediametrie.fr