e-reader and tablet measurement solutions - … as 3g cards/dongles. can also have ebook...

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

e-Reader and Tablet Measurement Solutions


Shiven Ramji – VP, Product Leadership

December 1, 2010

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• Connected devices – any device that

can access the internet (IP enabled).

• Mobile – any feature or smart phone.

Also includes data enabled devices

such as 3G cards/dongles. Can also

have eBook capabilities. Examples –

iPhone, Windows7 Phone etc

• e-Readers – device built specifically for

reading like Kindle, Nook

• Tablets – device with similar computing

powers like a PC in the palm of your

hands. This is a device capable of e-

Reading, like the iPad, Galaxy Tab

What are weMeasuring?


As of now, we are aiming to address e-

Reader & Tablet measurement as part

of our mobile measurement strategy.

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• Cover all connected devices

• Metrics for audience and ad

exposure measurement

• Cross-media measurement

• User privacy

• Measures people and their

behavior, not just devices

Client & Industry Needs


How will magazine measurement

change with e-Readers & Tablets?

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Audience Measurement

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• Multiple devices & platforms

to measure

• Multiple data sources and

variance in data capture

• No “one global solution”

• Participation and cooperation

from operators, publishers and

ad networks etc.

• Evolving category & market

dynamics

• Do the same metrics apply?

MeasurementChallenges


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With proliferationof devices, we need to prioritize measurement


Our focus is on iOS and Android with large growth in share of Android expected based

on recent acquirers; WinMo becoming less relevant

Source: Mobile Insights, Q3 2010

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With proliferationof devices, we need to prioritize measurement


Our focus is on iOS and Android with large growth in share of Android expected based

on recent acquirers; WinMo becoming less relevant

Source: Mobile Insights, Q3 2010

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4%6%8%

16%21%

25%

Tablet ComputerseBook readersNetbooksPortable media

players

Portable game

players

Smartphones*

Tablets are still a nascent market favored by early adopters

48%

35%

26%

35%37%

30%

Tablet ComputerseBook readersNetbooksPortable media

players

Portable game

players

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)

Penetration of Connected Devices

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76% 75%71%

64%59%

47%

3% 7%8%

9%10%

16%

12%11%

13%

15% 19%25%

10% 7% 8%12% 11% 12%

Sony PlayStation Portable

Acer Aspire One Amazon Kindle Apple iPod Touch Apple iPad Apple iPhone

Percentage of Usage

At Home At Work or School On the Go Other

The iPad is more mobile than an eReader

Sedentary Mobile

Primary Usage:

Q29: Think of your [connected device] usage, what percentage of the time were you…

Gaming Netbook eReader Media Player Tablet Smartphone

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33%

34%

44%

46%

55%

62%

67%

66%

56%

54%

45%

38%

eReaders

Smartphones

Netbooks

Tablets

Media Players

Gaming

Sharing of Connected Device

I share my device I am the only user

And less personal than a smartphone

Q9: Who in your household uses each of these device categories that you own?0

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Print and video benefit from the iPad’s larger screen size

39%

33% 32%

25%

21%

44%

41%

13%11% 12%

8%

22%

53%51%

Book TV Show Movie Magazines Radio News Music

Content Regularly Accessed

iPad iPhone

N= 452, 864

Q38: Which of the following media content do you regularly access through your connected device?

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25%

20% 20%

9%8%

7% 7%

3%

Apple iPad Amazon Kindle Nook Apple iPod Touch Apple iPhone Blackberry Microsoft Zune

HD

Sony PlayStation

Portable

Media Content Regularly Accessed: MagazinesConnected Device Owners (n=3,840)

Magazines are regularly accessed on Apple iPad and e-Readers

Base: Amazon Kindle (n=569), Apple iPad (n=452), Apple iPhone (n=864), Apple iPod Touch (n=879), BlackBerry (n=846),

Microsoft Zune (n=151), Nook (n=98)

Source: September 2010 Nielsen

Connected Devices Playbook

Questions used: Q38 Which of the following

media content do you regularly access

through your connected device?

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Base: Apple iPad (n=111), Amazon Kindle (n=117), Apple iPod Touch (n=79), Apple

iPhone (n=118), Blackberry (n=86)

18%

6%

18% 18%9%

20%

7%

22% 21%

21%

30%

24%

27%

36%

15%

26%

26%

21%

36%

35%14%

27%

17%

15%

33%

18%

31%17%

12%

16%33% 26%

18%

27%17%

25%23%

18%

14%

7%

5% 9% 9% 12%

7%

9%12% 9%

0%

6%2% 0% 2% 2%

6%

1% 3% 3%2% 6% 3% 4% 1% 1% 5% 0% 2% 2%

12%

19%

Amazon

Kindle

Apple iPhone Apple iPad Apple iPod

Touch

Blackberry Amazon

Kindle

Apple iPhone Apple iPad Apple iPod

Touch

Blackberry

Less than 5 minutes 5 to 15 minutes 16 to 30 minutes 31 to 60 minutes 1-2 hrs More than 2-4 hrs More than 4 hrs

Length of Time per Session when Magazines are Consumed on DeviceRegularly Access Magazines on the Connected Device

Weekday Time Weekend Time

Apple iPad owners spend more time reading magazines over weekdays while Kindle owners spend more time reading magazines on their device over the weekend



Questions used: Q46 On a weekday for each session, how long do

you typically access [MEDIA CONTENT TYPE] on each of your

connected devices?

Q47 On a weekend for each session, how long do you typically

access [MEDIA CONTENT TYPE] on each of your connected

devices?

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25%

75%

Regularly Access Magazine Content

Do not Regularly Access Magazine Content

Magazine Content Access on an iPad

24%

5%

9%

15%

47%

24%

6%

7%

14%

48%

Other Device

Radio

TV

Print

Apple iPad

Weekday Magazine Consumption

Weekend Magazine Consumption

Among the quarter of Apple iPad owners who access magazine content on their iPads, iPad is their device of choice for reading Magazines

% Time Allocated to Various Media for Magazine

Consumption, Weekday vs. WeekendAmong those who access magazines on their iPad



Questions used: Q48, Q49 Please indicate

below the approximate percentage time you

spend accessing the content type across the

various devices and content forms by locating

percentages on the typical weekday/weekend.

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20%

80%

Regularly Access Magazine Content

Do not Regularly Access Magazine Content

Magazine Content Access on a Kindle

25%

3%

5%

21%

45%

25%

4%

5%

20%

46%

Other Device

Radio

TV

Print

Amazon Kindle

Weekday Magazine Consumption

Weekend Magazine Consumption

Among the fifth of Kindle owners who access magazines regularly on their device, Kindle is primarily used for reading Magazines, followed by other devices and traditional Print

% Time Allocated to Various Media for Magazine

Consumption, Weekday vs. WeekendAmong those who access magazines on their Kindle



Questions used: Q48, Q49 Please indicate

below the approximate percentage time you

spend accessing the content type across the

various devices and content forms by locating

percentages on the typical weekday/weekend.

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Connected device owners are comfortable with mobile advertising

N=3,894; 379

Q58: Please think about mobile ads on your connected devices. How much do you agree or disagree with the following statements about advertising on your mobile device

48%

57%

44%

59%

I do not particularly enjoy viewing ads on my connected devices but I do not mind seeing them either

I am ok with advertising if it means that I can access content for free

Receptivity to Advertising

All Connected Device Owners iPad Owners


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iPad users are far more receptive to advertising

N=379; 684; 2,894

Q58: Please think about mobile ads on your connected devices. How much do you agree or disagree with the following statements about advertising on your mobile device

19%

19%

25%

27%

39%

23%

20%

25%

26%

40%

37%

39%

40%

46%

49%

I like to see what ads can do on a connected device

Ads on my connected device are new and interesting

I am more likely to click on ads that are simple text ads

I enjoy ads that have interactive features

I am more likely to look at ads if they have an interesting video

Receptivity to Advertising

Apple iPad Apple iPhone All Connected Device Owners


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9%

13%

20%

18%

5%

7%

10%

27%

7%

10%

22%

18%

8%

12%

24%

36%

Discussed a product or service that I saw advertised with a friend, family

Used or requested a coupon thorough an ad

I clicked on an ad to view the full advertisement or product offering

I searched for more information

I made a purchase directly through my connected device

I made a purchase over the telephone

I made a purchase at a store

I made a purchase on the internet via PC

Response to Advertising

iPad All Devices

iPad owners more likely to make a purchase after viewing an ad

N=379; 2,894

Q60: Which of the following do you recall happening in the past 3 months when viewing ads on your connected devices?


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Measurement Today Going Forward

So how are we going to measure this?


• As magazine readers move to e-Readers and Tablets for magazine

consumption, the measurement will also move to more behavorial

electronic measurement

• The challenges then are similar (not always the same) to what we

are seeing in mobile measurement.

Recall

methodology

(self-reported)

Behavioral-

based

methodology

(passive

electronic)

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Multiple data sources for Total Measurement

On-devicemeters

Taggeddata

ServerLogs


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Strengths•Captures entire devices usage

(internet/apps/Voice/Text/PIM)

•Internet and application usage

•Panel-based = demographics

Weaknesses•No “One Fits All” meter solution – need

meter for each platform

•Each meter captures data slightly

differently

•URL data only captured in browser, not in

Apps in many cases

•Video stream data in apps isn’t captured

•Recruitment challenges (difficult and

expensive)

Strengths• Census measurement – captures data

from all sources (PC, Mobile, Connected

Devices, Gaming devices)

• Will be essential link for 2 screen

measurement

• Solution can be implemented globally

Weaknesses•Cookie issues on certain smartphones

(iPhone) only capturing 10% of uniques

•Requires additional processing of header

information for accurate browser

projections by OS

•Requires publishers participation to

implement tags

Strengths• Census measurement of all internet

traffic

Weaknesses•Gaps in measurement e.g. wifi, certain

smartphones not captured

•Many sources required for currency

measurement

•Differences in coverage by data source

(Operator A vs. Operator B vs. Aggregator

C)

•Requires panel match for demographics

•Not a global solution

•Requires large IT infrastructure

User Centric Tagging Server Logs


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Progress so far with Mobile OS measurement

In progress In Field Definition Definition

ODM + Tagging +

Server Logs

ODM + Online +

TVandPC PanelsEnumeration,

Weighting, QA

Web Reporting

Tools

ReportingWeighting &

Projection

Sample

Buildout

Data

Collection


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DataCollection

Operating System Meter

Google Android OS

Apple iOS

Windows Mobile

BlackBerry OS R&D


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• Single-source enumeration

across three screens – TV,

Online and Mobile

• Developing edit rules

• Developing In-tab rules

• Use consistent classification –

MarketView

Weighting & Projection


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• Using the same metrics as

NetView where applicable for

mobile web.

• Integrated reporting of internet

and apps in one report

• Unduplicated audience /

overlap

Client Reporting


Are there any new metrics? Are

the same metrics as the

desktop web and/or mobile web

applicable?

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Campaign Measurement


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Advertising Effectiveness Measurement

REACH RECEPTIVITY RESONANCE REACTION

Did the campaign reach the brand’s target?

• Reach /

Frequency

• Demographics

and Segment

composition

• Program

engagement

• Dwell time

• Interaction

Did the media placement deliver engaged viewers?

•Ad recall

•Brand recall

•Message recall

•Custom studies

Did the campaign generate the desired results?

Response• Search, View-Thru,

Purchase Intent

Conversion• CPG Offline Sales,

TV Tune-in

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Acme Hybrid Sedan Q2Y10 Online Run of NetworkStrategic Brand Target: Female 25-40 Hybrid Researchers

TOTAL ROI Summary

Campaign Audience Ratings (Reach)

Page Views:

Unique Audience:

65,000,000 (Impressions)

12,000,000 (Consumers)

Brand Effect (Receptivity & Resonance)

Ad Recall:

Product Awareness:

+1,500,000 (Consumers)

+295,000 (Consumers)

Response Effect (Reaction)

Researchers:

Domain Based:

Search Based:

+45,000 (Researchers)



Sales Effect (Reaction)

Short Term Dollar Impact:

Estimated Long Term Impact:

Total Incremental:

+$1,532,000

+$532,000

+$2,064,000

Marketing

Strategy

Trial

Repeat

Upper to Lower FunnelMeasuring the 4 R’s of Advertising

Provide the same capabilities across connected devices

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Ad Effectiveness Pilot – Magazine Publisher

• Pre / Post Brand Awareness Study for an iPad app

• Pre survey sent to publisher opt-in panel

• Post survey sent to app-registered users

• Survey questions include:– brand awareness and attributes

– iPad / App usability/favorability

– demo profile

• We are also looking at other options including in-app

survey triggers


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But challenges remain…• Multiple device platforms to measure

• User privacy

• Meter and Server Log integration for reporting

• Constantly changing market

• Evolving category dynamic

• Metric definition

• Subscription models:– Are the magazines delivered via single access or other forms of delivery?

– 24/7 access across all devices?

• Possible Partnerships - MRI


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&

e-Reader Measurement Solutions

Shiven [email protected]

http://www.twitter.com/thinkshiv

http://www.linkedin.com/in/shivenramji

http://www.facebook.com/shiven.ramji

e-reader and tablet measurement solutions - … as 3g cards/dongles. can also have ebook...

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