Activating Apps in Market Research to Grow Brands & Businesses Presentation from MRMW (Marketing Research in the Mobile World) Conference 2013, Kuala Lumpur

1. ACTIVATING APPS IN
MARKET RESEARCH
TO GROW BRANDS & BUSINESSES
Adrian Tan K L
30th January 2013

2. ABOUT ME
Created on www.wordle.net

3. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
3
LET’S TALK ABOUT …
Smartphone Revolution – so what?
Measuring your consumers’ BEHAVIOUR
Capitalizing on their CONSUMPTION

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
4
ASIA IS GETTING ‘SMARTER’
Smartphones outnumber Non-Smartphones in a number of APAC markets
72 67 59 58 51
Source: Nielsen Smartphone Insights
30 28 27 25 19 10
28 33 41 42 49
70 72 73 75 81 90
Singapore Korea China Hong
Kong
Taiwan Vietnam Malaysia Thailand Philippines Indonesia India
% Feature
Phone Users
% Smartphone
Users
68 97 61 82 73 38 46 20 40 15 14 % Android or
iOS users
Handset Types among Mobile Users (16-64 yrs)

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
5
MOBILE APPS CONTINUE TO TRUMP THE INTERNET
Time Spent on Apps vs Mobile Web (USA)
28% 18%
73% 82%
J2u0ne1 111 Ju2n0e1 212
Time Share shows a significant shift in favor of apps
Source: Nielsen Smartphone Analytics
Source: Nielsen Smartphone Analytics 2012 & 2011
Web
Apps

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
6
CONSUMERS ARE DRIVING APPS MAINSTREAM
Growth (‘12 vs ‘11) of Mobile App Unique Audience (USA)
Photography
Travel
Finance
Communication
News & Information
Commerce & Shopping
Entertainment
Total Mobile Universe
Source: Nielsen Smartphone Analytics 2012 & 2011
Instagram added 13m
users in the past year and
has grown 270% in the
past 3 months
In the past year,
Amazon Mobile: +8m
users
Amazon App Store: +6m
eBay: +5m
59%
98%
90%
89%
85%
84%
123%
116%
105%
Social Networking
Source: Nielsen Smartphone Analytics
Android & iOS

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
7
APPS ARE ACCELERATING CONSUMERS ALONG
THE PATH TO PURCHASE
Searching for/using
online coupons
Comparing prices
online while shopping
in a store
Scanning a barcode
to compare
prices/product info
Paying for goods
and/or services at
POS at a merchant
42% 33%
Discovery
Purchase
33% 37%
Browsing products
through mobile web or
apps
26% 18%
15% 22%
7% 9%
24% 22%
Purchasing products
through mobile sites
or apps
Women
Men
Source: Nielsen Mobile Insights

8. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
8
WHERE’S THE MONEY?

9. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
9
FORWARD-THINKING MARKETERS EMBRACE
MOBILE TO DIFFERENTIATE
Drive Brand Awareness Grow Brand Connection Be Present in the
Customer Journey
CONSIDER THESE OPPORTUNITIES…..
Use mobile to ENHANCE today’s insights?
A CURRENCY for mobile usage?
Apps are great, but where’s the money?

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
10
YOUR GAME CHANGER: MOBILE APPS RESEARCH
NIELSEN MOBILE
SCAN
NIELSEN
INFORMATE
MOBILE INSIGHTS

11. MOBILESCAN

12. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
12
THESE 32
HOW DO I TRACK
IMPULSE CATEGORIES
FOR PURCHASES
OUT-OF-HOME
Alcoholic Beverages
Confectionery & Snacks
Foods & Desserts
Instant Beverages
Ready-to-drink
Beverages
Beer, whisky, and wine
Biscuit, candy, chocolate, cough lozenges, gum,
ice cream, mouth freshener, preserved fruit,
seasoned seaweed, seed, and snacks
Cake, cup yogurt, foods and desserts, instant
noodle, RTE bakery, RTE processed food, rice
porridge & soup.
Instant coffee, tea, and tonic food drinks
Drinking water, fruit juice, functional drink, liquid
milk, other beverages, RTD tea & coffee, soft
drinks, sport drinks

13. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
13
HOMESCAN VS MOBILESCAN
Consumer Panel
HomeScan MobileScan
• In home barcode
scanner
• Tracks over 300K
SKUs
• Captures date, time,
basket size &
promotion
• Similar tracking but
using mobile
• Covers impulse
purchases

14. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
14
1 WHAT ARE CONSUMERS BUYING AND WHERE
2/3 of OOH grocery spend is on non-barcoded, heavy on Foods & Desserts
1/3 of purchases were done in Convenience Stores
Implications on Retail strategy for Planned vs. Impulse purchases.
4
31
2
9
54
% Share of Wallet
Sample
Data
Alcoholic
Beverages
Ready-to-Drink
Beverages
Instant Beverages
Confectionery &
Snacks
Foods & Desserts
% Share of Location
15%
33%
0%
6%
31%
3%
12%
Hyper/Supermarkets
Convenience Stores
Restaurant & Food Shops
Coffee & Bakery Shops & Ice Cream
Parlor & Internet Shops
Personal Care/Pharmacy/Drug Stores
Others e.g. Bar & Night Club, Hotel,
etc.
Traditional Retail Outlets
Convenience Stores
Source: Nielsen MobileScan

15. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
15
2 WHO IS BUYING YOUR BRAND AND CATEGORY
Fruit Juice had low OOH penetration among Lower Income & Young Adults
Implications OOH advertising campaign strategy for specific target groups
% purchase penetration by demo
12 weeks ending Aug 12
Source: Nielsen MobileScan

16. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
16
3 WHAT’S IN, WHAT’S OUT?
Focus on OOH ads for categories with heavier OOH consumption.
% of consumption taking place Out-of-Home
Source: Nielsen MobileScan
Heavy OOH
Above 80%
Energy Drink (96%) RTD Tea & Coffee (89%) Chocolate (81%)
Medium OOH
61-80%
Low OOH
60% & less
Pasteurized Milk (67%) Fruit Juice (66%) Biscuits (65%)
UHT Yogurt (57%) Instant Coffee(44%) UHT Milk (65%)

17. MOBILE INSIGHTS

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
18
HOW INDIAN CONSUMERS USE THEIR
SMARTPHONES
TOTAL ACTIVE TIME
(Phone in use, both online & offline) Minutes per day
Application
Source: Nielsen Informate Mobile Insights, India panel
157
Communication
Call 16mins
10%
Chat 10mins
6%
Connectivity
1min
1%
Email 2mins
1%
Messaging
14mins
9%
Entertainment Browsing
Games 7mins
5%
Multimedia
33mins
21%
Phone
Navigation
6mins
4%
Security
1 min
1%
Phone
Management
Office
Packages
1mins
1%
Utility
21mins
13%
43 mins
27%
40 mins
25%
43 mins
27%
8 mins
5%
24 mins
15%
Phone
Features
2mins
1%

19. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
19
UNPARRALLELED SMARTPHONE METERING
CAPABILITY
On-Device Meter 24/7 Accurate
GENERATING INSIGHTS SINCE 2009

20. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
20
ONLINE APPS ARE A MEANS TO REACH
INDIAN ANDROID & SYMBIAN USERS
Calls & Messaging
Online Apps
Online Browsing
27
Smartphone Usage by OS
Time spent per day (min)
46 45
15 6
43
45
18
45
18
30
38
36 27
8
57
23 59
27
65
Overall Android BlackBerry Symbian Windows Mobile
Offline
Minutes
Total Time
(mins) 157 193 122 145 59
Source: Nielsen Informate Mobile Insights, India panel

21. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
21
1 KNOW WHEN TO SPEAK TO YOUR CUSTOMERS
5-8 am 8-12 noon 12-4 pm 4-8 pm 8-12 midnight
Blocked Traffic Free
Browser Browser Browser Browser Browser
Connect Four Connect Four
Messages Messages Messages Messages Messages
Voice Dialer
Day starts
5:29 am with
Browser
Call Call
Camera
Blackberry Media Player
Video Recorder
Day ends
11.12pm with
Incoming Call
Usage in
period
Baby GO! Baby GO!
Bejeweled Twist
Daily Horoscope
0.75 hrs 1.5 hrs 0.5 hr 1 hrs 2 hrs
USER PROFILE
Age 36
Gender F
Income 35-59K
Region Mumbai
Device BB Torch 8900
Source: Nielsen Informate Mobile Insights, India panel

22. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
22
2 FIND A NEW WAY TO REACH YOUR CUSTOMERS
1 in 3 people access Video Streaming content and 1 in 4 access
Mobile TV content
Promote products via streaming video websites or Invest in YouTube video
strategy
Source: Nielsen Informate Mobile Insights, India panel

23. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
23
3 NOT ALL APPS ARE EQUAL - REACH & USAGE
nexGTV app users spend almost 5 minutes a day on the app which is far higher
as compared to the users of any other TV app
Understand which app to advertise on or create content for
Source: Nielsen Informate Mobile Insights, India panel

24. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
24
4 CATCH ‘WINNERS’ EARLY
Promote products on “Saavn” and “Skitch’ apps. Exclusive tie up with winning
apps.
TOP MOVING APPS June Sept Nov
Android market 82 92 95
Facebook app 55 69 66
Google Search by voice
app 31 42 47
Talking Tom Cat app 19 30 28
Live wallPaper app 21 21 25
Saavn Music app 16 20 30
Google+ app - 12 10
News Hunt 15 8 10
TOP MOVING APPS June Sept Nov
Facebook app 68 76 71
Google Search by voice
app 30 38 41
Talking Tom Cat app 18 28 25
Skitch app - 0 10
Google+ app - 12 10
Layar Reality Browser 16 10 10
Twitter App 12 12 9
P
P
Top moving App on Android in the last 3 months ‘Saavn’ and ‘Skitch’
Source: Nielsen Informate Mobile Insights, India panel

25. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
25
LEARNINGS
IT’S NOT JUST THE APPS
IT’S THE PANELS
1+1 is >2
INTEGRATION IS KEY
LEVERAGING THE DATA:
AN (UN)EXPECTED JOURNEY
BEYOND THE COMFORT ZONE:
BELIEVE IN FUSION

26. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CAPITALIZE ON THE MAGIC OF MOBILE TO GET EVEN
CLOSER TO CONSUMERS
• WHAT CONSUMERS DO: Unlocking more of the customer journey
• WHAT THEY WATCH: Harmonization of cross-platform
26
measurement
• WHAT THEY BUY: In home & Out of Home Purchases

27. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
27
Thank you
Adrian Tan
Email: adrian.tan@nielsen.com
Twitter: AdrianTanKL