jerry rocha
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Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Mobile, Media, Apps, Tablets and How your Pay for it!!
Jerry Rocha, VP Digital Solutions
Twitter: jerryrocha
Jerry.rocha@nielsen.com
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Page 2
Smartphone PenetrationAll Subscribers
Smartphones have seen steady adoption – this rate of adoption will only increase with better devices and cooler features
28%
22%21%16%
31%
19%17%
25%
75%79%
83%84%81% 78%
72%69%
Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Smartphone
Feature phone
Among recent acquirers
Smartphone penetration is at
45%
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Page 3
Smartphone Penetration - ProjectionAll Subscribers – Q4 10
Without accounting for innovation and increased adoption to the marketplace Smartphones will be a majority by Q3/4 2011
34%
42%46%
51%56%
61%69%
66%
58%54%
49%44%
39%
38%
28%25%
21%17%16%
10%
22%
14%13%
19%
31%
62%
72%
81%84%
87%90%
86%
75%
83%79% 78% Smartphone
Feature phone
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Smartphones continue to drive data usage with Apple and Android leading the way
36%
23%
18%
11%
10%
80%
62%
50%
29%
24%
79%
47%
37%
19%
15%
90%
82%
66%
38%
35%
90%
80%
66%
37%
27%
Mobile internet
Application (App)downloads
Location-based Services
Mobile video
Mobile commerce
All Mobile Users
Smartphone
RIM BlackBerry OS
Apple iPhone OS
Android OS
Media Activities Used by Operating SystemAll Subscribers – Q4 10
Source: Nielsen Mobile Media Survey, US, Q2 2009
Question used: T1910
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Android jumped 36% from last quarter and has grown ~625% YoY
36%
30%
17%
20%21%
24%
27%28% 28% 28%
0%2% 2% 2%
4%
9%
19%21%
18%17%
14%12%
11%
8% 8%6%
26%
37%
34%
37%
34%35%
37%
28%
25%
14%
Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10
RIM BlackBerry OS
Apple iPhone OS
Android OS
WinMo
Share of Smartphone Market by Operating SystemSmartphone Owners
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Apple is leveling off, showing moderate growth again in Q4
59%
21%
15% 14%12%
0% 0% 0% 0% 0% 1% 2%
23%21%
10% 10%8%
62%
50%
45%
41%
53%
60%57%
21% 20%17% 16%
4%
20%
13%15%
Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Apple iPhone OS
RIM BlackBerry OS
Android OS
Microsoft WindowsMobile
Media Activities Used by Operating System – AT&TSmartphone Users – Q4 10
58%42%
Smartphone
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Smartphones have plenty of room to grow at Verizon, Android continues to take market share
44%
8%
22%18%
5%
65% 66%
58%55%
46%
40%
16%
3%
24%
37%
6% 5%
Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
RIM BlackBerry OS
Microsoft WindowsMobile
Android OS
Media Activities Used by Operating System – VerizonSmartphone Users – Q4 10
76%
24%Smartphone
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Smartphones continue to drive data usage with Apple and Android leading the way
56%
73%66%
54%
44%
27%34%
46%
Hispanic White African-American Asian/Pacific Islander
Smartphone
Feature phone
Smartphone Penetration by Race/EthnicityRecent Acquirers – Q4 10
Source: Nielsen Mobile Media Survey, US, Q2 2009
Question used: T1910
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
45%
31%27%
18% 16%
Facebook WeatherChannel
Google Map Pandora Twitter
32%27%
21%18% 17%
Facebook Youtube WeatherChannel
Google Map Pandora
46% 45%
33%
24% 22%
Google Map Facebook WeatherChannel
Pandora Youtube
50% 47%
36%32%
23%
Facebook WeatherChannel
GoogleMaps
iPod/iTunes Pandora
Most Popular Used Apps on the Android OSPast 30 Day App Downloaders (n=414)
Most Popular Used Apps on the BlackBerry OSPast 30 Day App Downloaders (n=715)
Most Popular Used Apps on the Windows Mobile OSPast 30 Day App Downloaders (n=449)
Most Popular Used Apps on the iPhone OSPast 30 Day App Downloaders (n=1,014)
Early App leaders similar across OS platforms; Web carryovers out to early lead
Source: Q2 2010 Nielsen App Playbook
Brands Application Track 9
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91%
86%84%
82%
77% 76%
Game Apps Entertainment Apps Map/Navigation/Search
Productivity Apps Food Apps News Apps
% of Smartphone App Downloaders that would Pay for an App within a Category
Most App users willing to pay for content
Source: Q2 2010 Nielsen App Playbook
Brands Application Track 10
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Source: August 2010 Nielsen App Playbook
13%
19%
23%
23%
29%
47%
Other
Shared it withfamily/friends
Purchased goods/servicesor requested a quote
Joined a social community
Used it to locatestores/outlets
Joined rewards program
Action Taken after Branded App DownloadBase: Downloaded a Branded App (n=484)
Nearly half of branded app downloaders have joined a rewards program following the download
Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?Brands Application Track 11
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4%6%8%
16%21%
25%
Tablet ComputerseBook readersNetbooksPortable mediaplayers
Portable gameplayers
Smartphones*
Penetration of Connected Devices
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q6 Which of the following categories of connected devices do you or any one in your household currently own?
* Smartphone penetration is derived from Nielsen’s Q2 2010 Mobile Insights study.
Tablets are still a nascent market favored by early adopters
48%
35%
26%
35%37%
30%
Tablet ComputerseBook readersNetbooksPortable mediaplayers
Portable gameplayers
Smartphones
Percentage of Owners Who Identify as “Early Adopters”
General Population Sample N=9590, Netbook Owners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118), Portable game Player (1,678), Smartphones (2,336)
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
The iPad skews younger and male
N= 195, 569, 452, 864, 879, 510
Netbook eReader Tablet Smartphone Media Player
Gaming Netbook eReaderTablet Smartphone Media
Player Gaming
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The iPad spends most of the time at home..
Sedentary MobilePrimary Usage:
Q29: Think of your [connected device] usage, what percentage of the time were you…N=510, 195, 569, 879, 452, 864
GamingGaming NetbookNetbook eReadereReader Media PlayerMedia Player TabletTablet SmartphoneSmartphone
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Print and video benefit from the iPad’s larger screen size
Q38: Which of the following media content do you regularly access through your connected device?N= 452, 864
Publishers are rushing to iPad
and Tablets, going to save
industry?
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And less personal than a smartphone
Q9: Who in your household uses each of these device categories that you own?N= 1,793; 1,560; 562; 1,293; 1,041; 2,242
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Nielsen Ad Effectiveness Framework
• Did the ad break through?
BreakthroughBreakthroughAttitudes
& IntentionsAttitudes
& Intentions Behavior & Sales Behavior & Sales
• What was the impact of ad exposure on consumer attitudes?
• What was the impact of ad exposure on sales behavior?
OTS-based Recall surveyOTS-based Recall survey
Control/Exposed surveyControl/Exposed survey
Met
rics
Use
dM
etri
csU
sed
Qu
esti
on
Qu
esti
on
Met
ho
dM
eth
od
Control/ExposedobservationControl/Exposedobservation
– Brand Awareness– Brand Favorability– Purchase Intent
– Search– Site visits– Sales (CPG Vertical)
– General Recall– Brand Recall– Message Recall– Ad Favorability– Purchase Intent Increase
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iAd, IAG TV and Internet Ad Measurement Process
TV Ad
TV and Internet Campaigns
iAd Campaign On-device survey about iAds among exposed and control iPhone/iPod Touch users administered by Apple
IAG Panel respondents identify TV programs viewed in previous 36 hours; online surveys about shows and TV/Web ads administered by Nielsen
Raw respondent level iAd survey data transferred to Nielsen for processing
TV survey data input into Nielsen data warehouse
Web Ad
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The Banner iAds on average achieved more than twice the Brand Recall of the average Food & Beverage Internet Display ad
Web Ad Source: Nielsen IAG, Food & Beverages Category (40 measured brands), 1.1.09 to 12.09.10, A18+
Campbell’s iAd Data: Among Respondents who were exposed to the Campbell’s iAd banners, A18+, Sample size (N=174)
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Favorability and Purchase Intent increased significantly among consumers who were exposed to the Campbell’s iAd Banners
Campbell’s iAd Data:,: 11.01.10 – 12.09.10; A18+ Top box (“Very Favorable” , “Very Likely”) among brand aware.
Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Compared to what Campbell’s is achieving with its TV campaigns, the expanded iAd has generated significantly stronger impact
TV Standard Ad Source: Nielsen IAG, Broadcast + Cable Primetime; 11.01.10 to 12.09.10, A18+
Campbell’s iAd Data: Among Respondents who were exposed to and tapped on the Campbell’s iAd, A18+, Sample size (N=51)
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