12.07.2012 t13 mobile strategy, jens barczewski, nurago
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Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Moving mobileThe Measurement of Smartphones
Jens Barczewski, Managing Director Client Services Germany, nurago
In Cooperation with GfK Panel Services, Advanced Business Solutions (ABS)
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Harri Holkeri, then prime minister of Finland, makes the world's first GSM call on July 1, 1991, from a car phone in Helsinki. [http://read.bi/lRdSHm]
over 7.1b connected mobile devices, including machine-to-machine (M2M) modules, approximately equal to the world population (7.2b). [CISCO Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010-2015 – http://bit.ly/jtZSsP 110207]
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Innovation – Insights – Interaction Jens Barczewski nurago GmbH
There is no mobile Web.There is only The Web, which we view in different ways.
There is also no Desktop Web…
or Tablet Web.
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Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Online PlanningShare of total duration Smartphone Usage
57%
43%Mobile vs. Desktop Data among Smartphone User
in the MEP %
12%
88%
Base: Mobile app or URL user 03/2012 N=266
in % of all Online Usage
Smartphone UsageDesktop UsageDuration Desktop Usage Duration Smartphone Usage
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Mobile usage takes a bite of the media cake.
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Total mobile market UK:
£203.2m in 2011 up from £83m in 2010
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Crossmedia UsagePeter watches on
TV
MOBILE
Illuminati
Fischerring
Amt für liturgische
Feiern des Papstes
Konklave Wahlverfahren
Camerlengo
Davinci Code
Sakrileg
Akklamation The Tournament
Armin Mueller Stahl
The International
….
20:15 – 23:05 23:05 – 0:55
Peter watches on
06.11.2011
Peter Starts Searching
Peter: Misses TV advertising as he is focused on conspiracy theory!
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Crossmedia Usage
Wikipedia mobile usage
9,6
Youtube mobile usage
10,6
15%
85%
23%
77%
Facebook mobile usage
150,0
16%
84%
Amazon mobile usage
11,1
11%
89%
Angry birds mobile usage
1525,9
14%
Mobile usage total
65%
35%
81,5
86%
Games like Angry Birds are most likely to be played while watching TV.
Wikipedia mobile usage seems to be triggered by TV.
Parallel usage TV/Mobile
Mobile usage only
Ø min. per user/month
Share %
Base: Mobile app or URL user 03/2012 N=176
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
The mobile ecosystem is fragmented.
Mobile Devices become theremote control of our lifes.
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Complexity of media fragmentation and mobile needs a new type of multidimensional research.
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Measuring Mobile Internet UsageApplications start/terminate, foreground/background, install/uninstall
Internet URLs visitedDevice and System device switch on/off, idle screen visible/invisible, change
ringtoneVoice calls initiated/received, durationSMS, MMS, E-Mail sent/receivedNetwork, Bluetooth,W-LAN connection status, signal strengthOffline media song/video start/stop, picture/video takenPersonal Information Manager add/modify/delete contact/appointment/to-do
Memory available storage, change memory cardBattery power level, charging statusKeys key press, key lock
Q3/ 2012
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Digital Audience Tracking – creating value from data
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GfK’s ambition is to become a leading supplier of digital consumer intelligence.
To this end, GfK’s digital audience tracking services provide robust and independent audience measurement currencies across TV, digital print, online and mobile media.
Clients use these services to measure the size and profile of audiences across platforms.
Optimising the planning and buying of commercial inventory
to improve the efficiency, effectiveness and return on investment of brand communication across all digital media.
Innovation – Insights – Interaction Jens Barczewski nurago GmbH
Thank you!
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