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1 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation Copyright © 2011 The Nielsen Company. Confidential and proprietary. All About Android Thank you for joining us. We will begin shortly. United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489 Note: A recording of today’s webinar will be posted on Nielsen.com next week Teleconference Dial-In:

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Page 1: All About Android - Nielsen › ... › 04 › All20About20Android.pdf · iOs" Android" iOS and Android smartphone meters live and reporting audiences since January 2011 All About

1

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Title of Presentation Copyright © 2011 The Nielsen Company. Confidential and proprietary.

All About Android

Thank you for joining us. We will begin shortly.

United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

Note: A recording of today’s webinar will be posted on Nielsen.com next week

Teleconference Dial-In:

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Title of Presentation Copyright © 2011 The Nielsen Company. Confidential and proprietary.

All About Android September 15th, 2011

Monica Bannan VP of Mobile Media Nielsen

Don Kellogg Director of Telecom Research & Insights Nielsen

Presented by

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Agenda

The Rise of the Smartphone

Why Android Matters

Latest Android Usage Trends

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Smartphones have come a long way in the last five years

• There was no iPhone, no Android devices

• Smartphone penetration was in the single digits (and they weren’t that ‘smart’)

• No ‘Apps’

• Phones were for phone calls

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The march of smartphone adoption continues

Smartphone Penetration US Mobile Insights, National

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More consumers are engaging in media rich activities than ever before

Smartphone Subscribers Engaged in Rich Media Activities (Millions) Last 30 Days, US Mobile Insights, National

Year-over-year growth

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Why Android Matters

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

In Q2 2011, Android and iOS devices accounted for ~80% of all smartphone purchases in the US

Operating System Share of Recent Smartphone Acquirers US Mobile Insights, National

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Who are you reaching on each platform? While iOS and Android are similar, significant differences exist

18%   16%   13%   16%   11%  

27%   27%  24%  

26%  

13%  

22%   23%  23%  

22%  

15%  

17%   15%   20%   17%  

20%  

12%   12%   15%   13%  

24%  

5%   6%   5%   6%  18%  

Android  OS   Apple  iPhone  OS   RIM  BlackBerry  OS  

All  Smartphones   Feature  Phones  

Age  by  OperaHng  System  

Ages  65+  

Ages  55-­‐64  

Ages  45-­‐54  

Ages  35-­‐44  

Ages  25-­‐34  

Ages  18-­‐24  

49%   51%   50%   50%   48%  

51%   49%   50%   50%   52%  

Android  OS   Apple  iPhone  OS  

RIM  BlackBerry  OS  

All  Smartphones  

Feature  Phones  

Gender  by  OperaHng  System  

Female  

Male  

5%   3%   3%   4%   7%  13%  

7%   10%   11%  16%  

12%  9%   10%   11%  

14%  20%  

17%  19%   19%  

20%  

16%  

16%  16%   15%  

14%  

27%  39%   36%   32%  

18%  

9%   9%   7%   9%   11%  

Android  OS   Apple  iPhone  OS   RIM  BlackBerry  OS  

All  Smartphones   Feature  Phones  

Income  by  OperaHng  System  

Decline  to  answer  

100k  +  

75k-­‐100k  

50k-­‐75k  

35k-­‐50k  

15k-­‐35k  

<  15k  3%   1%   2%   2%   3%  

11%   8%   8%   10%  16%  

29%  23%   22%   26%  

28%  

36%  

37%   40%  37%  

33%  

21%  30%   28%   25%   20%  

Android  OS   Apple  iPhone  OS  

RIM  BlackBerry  OS  

All  Smartphones  

Feature  Phones  

EducaHon  by  OperaHng  System  

Greater  than  BA/BS  

Associate/BA/BS  degree  

Some  college  

HS  graduate  

Some  HS  or  less  

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Nokia  2%  

RIM  BlackBerry  20%  

Apple  28%  

Other  6%  

Other  1%  

<1%  

HP  2%  

Samsung  8%   Samsung  

2%  

Motorola  11%  

HTC  14%  

HTC  6%  

Q2 ‘11 Manufacturer Operating System Share – Postpaid Smartphone Owners

The Android ecosystem is complex

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Different consumers use different brands of smartphone

7%  

4%  

4%  

4%  

19%  

14%  

9%  

12%  

14%  

14%  

9%  

12%  

21%  

21%  

17%  

20%  

11%  

12%  

17%  

18%  

19%  

25%  

34%  

25%  

9%  

9%  

8%  

9%  

Other  

Samsung  

Motorola  

HTC  

<  15k   15k-­‐35k   35k-­‐50k   50k-­‐75k   75k-­‐100k   100k  +   Decline  to  answer  

Android Operating System Share – Postpaid Smartphone Owners

Income Distribution by Handset Manufacturer- Android

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Apps are important to smartphone purchasers

Importance of Available Apps when making Smartphone Purchase

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15%  

6%  

5%  

10%  

6%  

13%  

9%  

16%  

18%  

50%  

53%  

3%  

4%  

6%  

7%  

7%  

9%  

11%  

12%  

19%  

46%  

66%  

Sync  SoVware  (  iTunes,  etc)  

Email  Tips  from  my  Carrier  

Carrier  Homepage  

Television  AdverHsement  

Other  

Newspaper/Magazine/Radio  

Device  homepage  

Apps  PromoHng  other  Apps  

Third  Party  Website  

a  Friend/Family  

Searching  the  ApplicaHon  Store  

Method  of  ApplicaHon  Discovery  Android  Market  Store   iOS  App  Store  

7%  

4%  

13%  

21%  

15%  

26%  

39%  

43%  

6%  

6%  

8%  

14%  

16%  

27%  

37%  

41%  

AlphabeHcally  

Other  

App  Recommended  by  App  Store  

Featured  App  

User  RaHng  

Specific  App  

Most  Popular  Apps  

Category  

Search  ApplicaHon  Store  By...  

Android  Market  Store   iOS  App  Store  

The market is the main vehicle of Android discovery iOS users are more likely to search by featured or recommended

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Importance of Ratings & Reviews Past 30 Day Android App Downloaders

Ratings and reviews are an important source of information for the majority of Android users

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Latest Android Usage Trends

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Metered measurement allows unprecedented levels of accuracy and the ability to innovate based on observation

All About Android

Sometimes, customers are so accustomed to conditions that they don’t think to ask for a new solution. Spark innovation through empathic design Harvard Business Review November – December 1997

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iOs" Android"

iOS and Android smartphone meters live and reporting audiences since January 2011

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Manufacturers leverage the Android platform in different ways and engagement differences emerge on core device functions

Device Function Usage by Manufacturer Nielsen Smartphone Analytics, June 2011

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•  Content is dynamic; trends form and diminish fast

•  Activities on the phone vary by segment

•  There are clear tiers of reach

•  Dayparting varies by content type

•  Apps are driving majority of time spent

The connected consumer is evolving quickly!

But what about media?

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Top  10  43%  

11-­‐20  8%  

21  -­‐  30  4%  

31  -­‐  40  3%  

41  -­‐  50  3%  

All  other  Apps  39%  

Distribution of Time Spent in Apps Nielsen Smartphone Analytics, June 2011

App  67%  

Web  33%  

Proportion of Time Spent on Web vs. Apps Nielsen  Smartphone  AnalyHcs,  June  2011  

App   Web  

Despite hundreds of thousands of apps, the top fifty account for majority of time spent

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Moved  up  in  top  50  40%  

Moved  down  in  top  50  26%  

New  to  top  50  22%  

No  rank  change  12%  

Change  in  App  Ranking  -­‐Top  50    Android  Apps  Smartphone  AnalyHcs,    June  -­‐  July  2011    

However, there is a lot of movement in the top 50; one in 5 apps in the July top 50 were not in the June top 50

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Active Reach of Popular Apps on Android OS Android US Panel, June 2011

Google services have strong penetration in Android

Active Reach is the percentage of the population

that used the app within the last 30 days

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Time Spent on Popular Apps on Android OS Android US Panel, June 2011

Number of Visits by Popular Apps on Android OS Android US Panel, June 2011

Consumers use texting apps more often, but spend more time on Facebook

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16%  

67%  

13%  7%  

81%  

17%  

Google+   Facebook   Twiber  

Reach by Gender – Social Networking Apps Android US Panel, July 2011

Male  AcHve  Reach   Female  AcHve  Reach  

25  

68  

35  

21  

110  

56  

Google+   Facebook   Twiber    

Number of Visits by Gender - Social Networking Apps Android US Panel, July 2011

Male   Female  

Understanding usage means looking down to the application level

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App vs. web usage varies by age and gender

90%   87%  

53%   57%  

33%  

48%  

10%   13%  

47%   43%  

67%  

52%  

App vs. Mobile Web - Gender Composition Android US Panel, June 2011

Male   Female  

35%  42%  

18%  29%   24%   25%  

6%  

25%  

37%  

37%   43%   43%  

30%  

25%  

22%  

18%   21%   20%  22%  

4%  

11%  10%  

9%   6%  7%   4%  

12%  6%   3%   6%  

App vs. Mobile Web – Composition by Duration – Age Android US Panel, June 2011

18  -­‐  24   25  -­‐  34   35  -­‐  44   45  -­‐  54   55+  

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Average Daily Breakdown of Mobile Activity US, Android, July 18-24 2011

Day in the Life: Smartphone in name only; time spent on calls is less than 3%

Time Spent Engaged with Handset US, Android , July 18-24 2011

1:25:14 per day avg

Breakdown of one Android user over a 1 week time period

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Phones are still social but methods have changed

Android User’s Time Spent Engaged with Handset US, Android, July 20, 2011

Min

utes

Total time spent: 1:24:32

Breakdown of one Android user over a 24 hour time period

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Is there a “prime time” for your app?

Monthly Average Unique Audience by Daypart Android Smartphone Analytics – July 2011

Words  With  Friends  

The  Weather  Channel  

Twiber  

Youtube  

Usage reaches its lowest point around 4AM

As users wake up and begin the

morning commute, unique audience begins

to rise

Later on in the morning

audience numbers stabilize

‘Prime time’ for app usage starts at around noon and continues

until late evening

Usage starts to dip around 10PM

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In Summary • Smartphones are exploding

–  Android and iOS are leading the way

• Not just a phone –  Smartphones are media machines

• The app space is dynamic –  Newcomers every month

• Syndicated, accurate metered measurement has been missing -- until now

• Let the race begin…

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A winning mobile strategy requires deep understanding of the ecosystem

The Landscape •  Consumer Insights

•  Market Understanding

•  Strategy and Forecasting

The Platforms •  Operating Systems

•  Manufacturer and Device

•  Networks and Connectivity

The Content •  Applications

•  Mobile Web

•  Advertising

The Measurement •  Syndicated Metered Metrics

•  Advertising Effectiveness

•  Sales Conversion

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Thank You! For further inquiries, please contact your Nielsen representative

Visit our blog at: http://blog.nielsen.com/nielsenwire/category/online_mobile/

Don Kellogg [email protected]

Monica Bannan [email protected]

All About Android