perspectives on new media measurement pamro conference – dakar august 2011 © 2011 kantar media...
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Perspectives on New Media MeasurementPAMRO CONFERENCE – DAKAR August 2011
© 2011 Kantar Media
Laurence Chausson
International Marketing Director
PreambleHas photography killed painting?
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© 2011 Kantar Media
Has TV killed the Cinema Industry?
Preamble
BOLLIWOOD
NOLLYWOOD
HOLLYWOOD
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Have emails killed the art of writing?
Preamble
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Will “New Media” kill the “Old Media”?
Media proliferation and fragmentation
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Have a complete view of the media world …
© 2011 Kantar Media
Off line & Online Newspapers (1)
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Off line & Online Newspapers (2)
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Off line - Online Newspapers & Apps (3)
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http://flipboard.com/video
Have a complete view of the media world …
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ANALYZING iPAD USAGE
• Usage activity• Loyalty status• Segments• Behaviour patterns• Content consumed• Frequency/ Recency
• Content discovery• Geographics• Mobile access points
• User demographics• User satisfaction• Feedback
• Application name and version
• Operating system version
• Hardware setup• Device capabilities
BehaviourEnvironm
ent
OpinionsCapabilities
CASE STUDY IPAD Measurement in Finland
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HS.fi IS #1 MOBILE CONTENT IN FINLANDWE MEASURE VARIOUS DELIVERY PLATFORMS
iPad applicationiPhone applications-Both Safari-based and native app
Android application
m.hs.fi
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TOTAL MOBILE REACH IS MEASURED THROUGH THE PLATFORMSWE MERGE DATA FROM DIFFERENT TECHNOLOGIES
iPad applicationiPhone applications-Both Safari-based and native app
Android applicationsm.hs.fi
HS Mobile
Total mobile reach
Week 31/2011: 203 000 unique visitors
© 2011 Kantar Media
Sample reports from iPad services 1/2:iPad usage times:
CASE STUDY IPAD Measurement in Finland
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Sample reports from iPad services 2/2:iPad visit length segments:
Access points used by iPad users:
CASE STUDY IPAD Measurement in Finland
© 2011 Kantar Media
Have a complete view of the media world …
© 2011 Kantar Media
Virtual Meter
• Minute by minute persons viewing data in usual TAM format for consolidation back onto ratings
• Deals with ‘live’ and time-shift viewing, or listening.
• Identifies the source of the video (e.g. iPlayer, YouTube, etc.) by cross-analysing against URL data
• Measures all video - online and offline
Internet Audience measurement
• reports hits / downloads / streams accessed by PCs
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CASE STUDY – Broadcast content & Online viewing VirtualMeter measurement
Demo
Some results
Better panel performance when Peoplemeter and Virtualmeter task is done in conjunction (for both recruitment and compliance)
Very little guest viewing
The vast majority of viewing is done by one individual.
But most PCs are used by more than one person.
Compliance at the same level as for Peoplemeter.
CASE STUDY – Broadcast content online viewingVirtualMeter measurement
© 2011 Kantar Media
Some results (cont.)
CASE STUDY – Broadcast content online viewingVirtualMeter measurement
© 2011 Kantar Media
BBC Study: BBC iPlayer Performance Internet and TV Usage Patterns
© 2011 Kantar Media
Online media consumption vs traditional TV- scaled to 1
02:0
003
:00
04:0
005
:00
06:0
007
:00
08:0
009
:00
10:0
011
:00
12:0
013
:00
14:0
015
:00
16:0
017
:00
18:0
019
:00
20:0
021
:00
22:0
023
:00
00:0
001
:00
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
TVPC
CASE STUDY – Broadcast content viewing onlineVirtualMeter measurement
© 2011 Kantar Media
Have a complete view of the media world …
© 2011 Kantar Media
an involved audience…
South Africa - 4 of top 5 audiences since 2005 - Final three times audience for 2006 final
Spain - 2nd highest ever audience
Netherlands - highest ever audience
Figs from FIFA audience reports compiled by
getty images, fifa.com
© 2011 Kantar Media
streaming…
50% increase in UK net traffic ENG v SVN
Image: warrenski via Flickr
800 000 BBC live online streams
ESPN3.com live streams to 6.9m uu
biggest live event ever on ESPN3.com
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social media on side…
3,283 tweets per second(Vs 750 on average)
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At the end of Japan VS Denmark
not forgetting facebook…
20% update status pre-game
12% during
25% after
Src: IAB/ ESPN© 2011 Kantar Media
smartphone use, 1st half, eng v usa
Image: Reuters
Text Mobile internet
Social media
Phonecall Email
45
2116 15
9
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Have a complete view of the media world …
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The power of social media was clearly demonstrated in Africa
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Mobile is a necessary way of life in Africa…
Global50%
SSA8%
SA13%
(‘10: 18%)
Fixed lines decreasing year on year in Africa
Tier 1 Emerging50%
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The social communication…
80% 83% 94%(‘10: 96%)
90%
SMS is still the most widely used communication feature in Africa. With the phone still being used for more basic functionality.
e-mail access growing at a fast rate in SA.
31% 18% 25%(‘10: 25%)
40%WWW browsing:
22% 15% 23%(‘10: 14%)
21%E-mail via www site:
Global SSA SATier 1 Emerging
© 2011 Kantar Media
Accessing www via mobiles
Global37%
SSA22%
SA58%
Tier 1 Emergin
g43%
% of mobile users who access
www via phone:
Almost 60% of South Africans access the world wide web via mobile – are brands mobi
ready?© 2011 Kantar Media
Are tablets the next big thing?
3% 0.4% 0.7%2%% ownership:
Global SSA SATier 1 Emerging
© 2011 Kantar Media
Mobile is leapfrogging PC in emerging markets
GlobalSub-Saharan
Africa South Africa
9990
73
2639
59PCMobile phone
SA and Kenya have the highest proportion of internet users who access internet via mobile phone, globally
Global n=48804. SSA n=3812, SA n=1000
Accessed the internet in last 4 weeks
…and the future of the web is mobile
Accessed the internet in past 4 weeks…
15 - 20 years 21 - 24 years 25 - 34 years 35 - 44 years 45 - 60 years
PCMobile phone
56%
82% 83%
39%
n=1000
Have a complete view of the world media…
© 2011 Kantar Media
How to be ready to measure possible future audience behaviors?
© 2011 Kantar Media
http://lab.syzygy.de
Thank You
40
Annexes
© 2011 Kantar Media
Images Sources
© 2011 Kantar Media
• Lascaux Palaeolithic cave paintings• Nicephore Niepce - The oldest known photograph in the world (1825) of a 17th century Flemish engraving• Eadweard Muybridge (1830 – 1904 ) - Photography's• Pablo Picasso - Three Musicians 1921• Jean-Michel Basquiat - Untitled Skull 1981• Iba N'Diaye (1928 – 2008) – painting • “L'arrivée d'un train en gare de La Ciotat ” – 1895 - Auguste and Louis Lumière • Star Trek TV Series – created by Gene Roddenberry• Avatar - 2009 - James Cameron • On line Newspaper pictures taken from following websites: http://www.telegraph.co.uk/ -
http://www.thetimes.co.uk/tto/news/ - http://www.lemonde.fr/ - http://www.liberation.fr/ - http://www.guardian.co.uk/ • Flipboard App video taken from: http://flipboard.com/video • GOAB.TV experience video taken from: http://lab.syzygy.de
iPADs cases study in Finland:TNS Gallup and CEM4 Mobile
World Cup case study:- Figures from FIFA audience reports compiled by KantarSport- figures from research conducted by the IAB/ ESPN during the World Cup- figures from research conducted by KantarMedia Custom UK during the World Cup
Social Media in Africa:-TNS Mobile Life survey - www.discovermobilelife.com- TNS Digital Life - http://discoverdigitallife.com/
Survey Sources
© 2011 Kantar Media
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