interpreting the mobile audience – case study from the us' - zokem (mointerpreting the mobile...
DESCRIPTION
Providing a 360-degree view on the mobile medium with on-device measurements: a case study with music copyright society teosto. The goal of this ongoing study is to overcome some of the limitations of the current industry standard for mobile audience measurement and to understand how people engage with mobile media both online and offline, what services and content are consumed and where, how consumption changes based on different contexts, and how consumption changes over time.TRANSCRIPT
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/