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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
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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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Agenda
The Rise of the Smartphone
Why Android Matters
Latest Android Usage Trends
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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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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