improving out of home measurement - kantar
TRANSCRIPT
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© Kantar Worldpanel
MRMW Berlin, 24th -25th
Improving Out of Home Measurement María Josep Martínez-Abarca, Client Delivery Director, Digital&Mobile Projects
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2008 2009 2010 2011 2012 2013 2014
%Pen Smartphone España
55%
SMARTPHONE PENETRATION
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Penetration Rate(%): Smartphone versus Cati BETTER DATA COLLABORATION
42%
67%
84% 93%
26%
23%
11%
6%
Week Period Quarter Year
CATI SMARTPHONE
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Penetration Rate(%): Smartphone versus Cati BETTER DATA COLLABORATION
(*) 6 months period
87.3 86.6 90.3 90 89.6
98.6 99.5 99.4 98.8 97.9
15-17 18-24 25-34 35-49 50 +
CATI SMART
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Occasions of Consumption by Week Day (%): Smartphone versus Cati BETTER DATA COLLABORATION
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
CATI SMART
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Occasions of Consumption by Moments of the Day (%): Smartphone vs Cati BETTER DATA COLLABORATION
DESAYUNO ANTES COMER COMIDA POR LA TARDE ANTES DE LA CENA
CENA DESPUES DE LA CENA
CATI SMART
Breakfast Before lunch Lunch Afternoon Before dinner Dinner After Dinner
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CONTEXTUAL USAGE 11%
37%
16%
10%
4%
22% BEER
CELEBRATION/PARTY
FAMILY/FRIENDS IMPROVISED
FAMILY/FRIENDS PLANNED
AFTER WORK
DATE
OTHER
29%
22% 12%
6%
3%
28%
SPIRITS
CELEBRATION/PARTY
FAMILY/FRIENDS IMPROVISED
FAMILY/FRIENDS PLANNED
AFTER WORK
DATE
OTHER
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Did you watch the final of the Champions League?
Yes
78%
NO
22%
CONTEXTUAL QUESTIONING
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What is your favorite drink in these occasions?
31%
48%
8% 5%
8% Soft Drinks
Beer
Spirits
Other
I don't usually drink on these occasions
CONTEXTUAL QUESTIONING
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Which was your favorite team?
43%
42%
15%
Real Madrid
Atlético de Madrid
None
CONTEXTUAL QUESTIONING
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44%
25%
31%
52%
23% 25%
Beer Spirits Soft Drinks
Real Madrid
Atlético Madrid
LINK ATTITUDE & BEHAVIOUR
MRMW Berlin, 24th -25th
Improving Out of Home Measurement María Josep Martínez-Abarca, Client Delivery Director, Digital&Mobile Projects
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW