Perspectives on New Media Measurement PAMRO CONFERENCE – DAKAR August 2011 © 2011 Kantar Media...

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Perspectives on New Media MeasurementPAMRO CONFERENCE – DAKAR August 2011

Laurence Chausson

International Marketing Director

PreambleHas photography killed painting?

Has TV killed the Cinema Industry?

Preamble

BOLLIWOOD

NOLLYWOOD

HOLLYWOOD

Have emails killed the art of writing?

Preamble

Will “New Media” kill the “Old Media”?

Media proliferation and fragmentation

Have a complete view of the media world …

Off line & Online Newspapers (1)

Off line & Online Newspapers (2)

Off line - Online Newspapers & Apps (3)

http://flipboard.com/video

ANALYZING iPAD USAGE

• Usage activity• Loyalty status• Segments• Behaviour patterns• Content consumed• Frequency/ Recency

• Content discovery• Geographics• Mobile access points

• User demographics• User satisfaction• Feedback

• Application name and version

• Operating system version

• Hardware setup• Device capabilities

BehaviourEnvironm

OpinionsCapabilities

CASE STUDY IPAD Measurement in Finland

HS.fi IS #1 MOBILE CONTENT IN FINLANDWE MEASURE VARIOUS DELIVERY PLATFORMS

iPad applicationiPhone applications-Both Safari-based and native app

Android application

m.hs.fi

TOTAL MOBILE REACH IS MEASURED THROUGH THE PLATFORMSWE MERGE DATA FROM DIFFERENT TECHNOLOGIES

iPad applicationiPhone applications-Both Safari-based and native app

Android applicationsm.hs.fi

HS Mobile

Total mobile reach

Week 31/2011: 203 000 unique visitors

Sample reports from iPad services 1/2:iPad usage times:

Sample reports from iPad services 2/2:iPad visit length segments:

Access points used by iPad users:

Virtual Meter

• Minute by minute persons viewing data in usual TAM format for consolidation back onto ratings

• Deals with ‘live’ and time-shift viewing, or listening.

• Identifies the source of the video (e.g. iPlayer, YouTube, etc.) by cross-analysing against URL data

• Measures all video - online and offline

Internet Audience measurement

• reports hits / downloads / streams accessed by PCs

CASE STUDY – Broadcast content & Online viewing VirtualMeter measurement

Some results

Better panel performance when Peoplemeter and Virtualmeter task is done in conjunction (for both recruitment and compliance)

Very little guest viewing

The vast majority of viewing is done by one individual.

But most PCs are used by more than one person.

Compliance at the same level as for Peoplemeter.

CASE STUDY – Broadcast content online viewingVirtualMeter measurement

Some results (cont.)

CASE STUDY – Broadcast content online viewingVirtualMeter measurement

BBC Study: BBC iPlayer Performance Internet and TV Usage Patterns

Online media consumption vs traditional TV- scaled to 1

CASE STUDY – Broadcast content viewing onlineVirtualMeter measurement

an involved audience…

South Africa - 4 of top 5 audiences since 2005 - Final three times audience for 2006 final

Spain - 2nd highest ever audience

Netherlands - highest ever audience

Figs from FIFA audience reports compiled by

getty images, fifa.com

streaming…

50% increase in UK net traffic ENG v SVN

Image: warrenski via Flickr

800 000 BBC live online streams

ESPN3.com live streams to 6.9m uu

biggest live event ever on ESPN3.com

social media on side…

3,283 tweets per second(Vs 750 on average)

At the end of Japan VS Denmark

not forgetting facebook…

20% update status pre-game

12% during

25% after

smartphone use, 1st half, eng v usa

Image: Reuters

Text Mobile internet

Social media

Phonecall Email

2116 15

The power of social media was clearly demonstrated in Africa

Mobile is a necessary way of life in Africa…

Global50%

(‘10: 18%)

Fixed lines decreasing year on year in Africa

Tier 1 Emerging50%

The social communication…

80% 83% 94%(‘10: 96%)

SMS is still the most widely used communication feature in Africa. With the phone still being used for more basic functionality.

e-mail access growing at a fast rate in SA.

31% 18% 25%(‘10: 25%)

40%WWW browsing:

22% 15% 23%(‘10: 14%)

21%E-mail via www site:

Global SSA SATier 1 Emerging

Accessing www via mobiles

Global37%

SSA22%

Tier 1 Emergin

% of mobile users who access

www via phone:

Almost 60% of South Africans access the world wide web via mobile – are brands mobi

Are tablets the next big thing?

3% 0.4% 0.7%2%% ownership:

Global SSA SATier 1 Emerging

Mobile is leapfrogging PC in emerging markets

GlobalSub-Saharan

Africa South Africa

59PCMobile phone

SA and Kenya have the highest proportion of internet users who access internet via mobile phone, globally

Global n=48804. SSA n=3812, SA n=1000

Accessed the internet in last 4 weeks

…and the future of the web is mobile

Accessed the internet in past 4 weeks…

15 - 20 years 21 - 24 years 25 - 34 years 35 - 44 years 45 - 60 years

PCMobile phone

82% 83%

n=1000

Have a complete view of the world media…

How to be ready to measure possible future audience behaviors?

http://lab.syzygy.de

Thank You

Annexes

Images Sources

• Lascaux Palaeolithic cave paintings• Nicephore Niepce - The oldest known photograph in the world (1825) of a 17th century Flemish engraving• Eadweard Muybridge (1830 – 1904 ) - Photography's• Pablo Picasso - Three Musicians 1921• Jean-Michel Basquiat - Untitled Skull 1981• Iba N'Diaye (1928 – 2008) – painting • “L'arrivée d'un train en gare de La Ciotat ” – 1895 - Auguste and Louis Lumière • Star Trek TV Series – created by Gene Roddenberry• Avatar - 2009 - James Cameron • On line Newspaper pictures taken from following websites: http://www.telegraph.co.uk/ -

http://www.thetimes.co.uk/tto/news/ - http://www.lemonde.fr/ - http://www.liberation.fr/ - http://www.guardian.co.uk/ • Flipboard App video taken from: http://flipboard.com/video • GOAB.TV experience video taken from: http://lab.syzygy.de

iPADs cases study in Finland:TNS Gallup and CEM4 Mobile

World Cup case study:- Figures from FIFA audience reports compiled by KantarSport- figures from research conducted by the IAB/ ESPN during the World Cup- figures from research conducted by KantarMedia Custom UK during the World Cup

Social Media in Africa:-TNS Mobile Life survey - www.discovermobilelife.com- TNS Digital Life - http://discoverdigitallife.com/

Survey Sources

Perspectives on New Media Measurement PAMRO CONFERENCE – DAKAR August 2011 © 2011 Kantar Media...

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