interpreting the mobile audience – case study from the us' - zokem (mointerpreting the mobile...
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ZOKEM 360° INSIGHTS™Interpreting the Mobile Audience – Case Study from the US
Interpreting Life
Measure Monitor
Analyze Benchmark
ZOKEM VISION
Every Day Life
Zokem uses
smartphones to
open a window into
people’s daily life,
using passive
on-device
measurements and
Actions
MOBILE MEDIA TRACKER™
Is everywhere where
consumers go
measurements and
on-the-spot
interaction to
interpret consumer
behavior and
mobile
consumption
24/7
A Full 360°View on Consumers
Mobile InternetMedia & Music
Life Patterns & Emotions
With Zokem You
Get Access to
Consumer’s
Life both Online
and Offline
COMPLETE VIEW
View on Consumers
Applications
Device &
Technical data
Movements
& Places
Communications
24/7 Access to
People’s Context,
Behavior and
Opinions
LIFE
• Meetings
• Movements
• Sleeping
ON-DEVICE METERS: 51 OBSERVERS
DEVICE
• Device features
• Applications
• Camera
• GPS
• Calendar usage
• Games
• App stores
• Application installations
• Maps and navigation
• User interface activity
SOCIAL
• Calls
• SMS
• MMS
• Email applications
• Social networking
• Webmails
• Instant messaging
• VoIP
MEDIA
• Music
• Video
• Radio
• Gallery
• Youtube
• Imaging
• Search
• Mobile TV
• Sleeping
• Wake-ups
• Travels
• Status
• Keypresses
• Roaming
• Charging
• Battery & power
• Memory usage
• File systems & storage
• USB
INTERNET
• Search words
• Data applications
• Streaming
• Wifi
• Web browsing
• URL click-streams
• Page facetime
• Throughputs
• Page visits
• Browsing content types
• Data volumes
• Network access technologies
• Session-level statistics
CONTEXT & NETWORKS
• Profile changes
• Locations
• In-building locations
• Nearby people
• Signal strengths
• Dropped calls
• Network technology
• Coverage
• Accelerometer
• NO IMPACT ON BATTERY LIFE OR DEVICE SPEED
• DATA SENT PERIODICALLY TO OUR SERVERS
Apps combined make up to 585 monthly usage minutes, web usage is
about 42% lower in terms of daily engagement
Smartphone usage activity per category
585
669
770
500
600
700
800
Avg. Minutes per
User per Month
-42%
341
0
100
200
300
400
500 -42%
WebApps (excl
voice, messaging,
browser)
VoiceMessaging
Voice call, browsing and SMS & MMS have extensive user penetration
and significant facetime
Applications & Device Features
Reach, frequency, engagement
20
25
30voice call
SMS&MMS
Avg. usage days / month
email messaging browsing
Size of bubble = Average face time per user per month
0
5
10
15
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
weathervoip
video online
video
utility generalsports
social networking general
security
search
push-to-talk
productivity
portal
photo and video
news
music online
musicmaps
LBS
% used
gaming
entertainment general
commerce
clock
IM calendar
calculator
appstore
adult
camera
Email, gaming, music and video content is consumed more using native apps;
News is the most popular consumed content over web
Smartphone usage - web-based usage vs. app usage
3535
0
74
51
37
80
49
12
0
20
40
60
80
100 Share of panelists
used these
categories of
native apps %
Apps
0411
2123
7477
9192
0
20
40
60
80
100
Share of browser
users used these
web-based apps %
Mobile
Web
0
adult
content
music
online
news gaming video
online
social
networking
commercesearch email
Finance, news, search and social sites are accessed by >70% of browser users
6
8
10
Avg. usage days
/ month
social networking general search
news
finance &entertainment general
email messagingcommerce
adult entertainment
Web Browsing
Reach, frequency, engagement
0
2
4
0 10 20 30 40 50 60 70 80 90 100
voip
sports
% browser
users
security religion
portal
music online
gaming finance &
company
web sites
entertainment general
education
appstore
utility general
Size of bubble = Average page hits per user per day
Google web site is visited by 86% of browser users
Top mobile Internet domains – percentage of browser users %
Tried but not active usageWeekly users
about 13
usablenet 15
go 16
youtube 23
amazon 29
yahoo 36
wikipedia 41
facebook 69
google 86
ebay 9
quickoffice 11
blogspot 11
bit 11
aol 11
accuweather 11
craigslist 12
cnn 12
weather 13
twitter 13
about 13
imdb
yelp
10
10
Wifi is only 13% of mobile data usage – data plans drive significant usage
Mobile data usage – Wifi users vs. Cellular users (data
volumes)
Wifi
13%118
3140
60
80
100
120
Avg. MB/user/
month
Wifi
767
381400
600
800
Avg. MB/user/
month
Cellular
Cellular
87%
31
20
20
40
75%
percentile
50%
percentile
25%
percentile
141
0
200
75%
percentile
50%
percentile
25%
percentile
Total traffic volume breakdown in the panel
Passive metering – no questionnaires or interaction needed
KEY BENEFITS OF ON-DEVICE METERING
Panel-based – no shortcomings of web/server/gateway logsPanel-based – no shortcomings of web/server/gateway logs
360-degree view – no gaps in behavioral tracking
CONTACT
Zokem helps strategic partners from the wireless and media industries to better monetize on user data by providing actionable 360-degree insights on consumer behavior with on-device measurements.
Zokem – Interpreting LifeZokem – Interpreting Life
CHECK OUT SOME OF OUR INSIGHTS:
http://www.zokem.com/category/mobile-insights/
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