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Don’t Just Ask People….

Watch What They Do…

Behavioural Mobile Measurement

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Behavioural Measurement

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What is Passive MeasurementIn contrast to active measurement methods, which are based on respondents’ ability to recall, passive measurement methods record behaviour in real-time with little or no effort on behalf of the respondent.

The Purpose• To provide actual behaviour on the mobile device• Over the course of a few weeks, the data collected will provide:

A mapping of actions at an individual level: Investigating the activities of one respondent at time to create the path of activities

Frequency path analysis: understanding the most frequent “just before” and “just after” actions across the sample

An overall assessment of time spent and activities across the sample

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New Insights• Can be supplemented by quantitative and qualitative

Behaviorial Mobile Measurement – What We Can Answer

Comprehensive Usage• Every website and app – YouTube, mobile TV, newspapers,

etc.• Support for Android and IOS

Unconscious behaviours • How much time do you spend on Facebook?• How long do you spend writing text messages?• How do consumers communicate using their smartphone

(traditional calling/texting vs other online communication methods)

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AppsWebsite

sWeb address,

date/ time visited

Analysis links to App usage

CallsCalls placed,

Calls received, Duration, Answered,

Ended, Dialled,Connected

Texts/MMSFrequency, date/time

Network

Type, Signal strength,

Wifi status,Data traffic

What is Captured – A High Level ViewMore than 50 key metrics available

Including name, date,

version, frequency

and duration of native and 3rd party apps

Device and

System Info

OS, Device model

Power status, Network Signal Strength, etc.

* Gps can be tracked but is not recommended due to battery life issues

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What could we learn ?

Some examples of insights

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Overall Usage Summary Time spent daily on apps, web browsing and calls

The role of the smartphone has changed from being a verbal and written communication device to being a mobile command center, with the majority of time being spent in apps.

Apps

84%

Calls

9%

Web 7%

Apps

82%

Calls 15%

Web 3%

Apps

85%

Calls

10%Web 5%

Fictitious example

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Usage Per DayOn average, respondents touch their mobile devices twice an hour during a 12 hour period visiting an average of 6 apps per session

• Average Session = 10 min• Visiting 7 apps per session• 1.4 min/app

4.1 Hours/Day on device

• Average Session = 11 min • Visiting 5 apps per session• 1.8 min/app

4.5 Hours/Day on device

• Average Session = 10 min• Visiting 8 apps per session• 1.2 min/app

3.0 Hours/Day on device

25Touches/Day

28Touches/Day

19Touches/Day

iOS AndroidTotal

Fictitious example

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Top 5 Social Apps Reach & Time Spent (Weekly)

44%

26%

28%

6%

3%

130

70

42

6

30Weekly reach Av. time per user

(mins)

Fictitious example

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And remember… 1+1=3

BEHAVIORAL INFORMATION ATTITUDINAL INFORMATION

Intake profiling survey and additional ad hoc surveys (both QUAL and QUANT) are feasible and will give you insights in WHY consumers behave in a specific way.

WHAT

WHEN

WHO

WHY