GfK. Growth from Knowledge. GfK NIS Network Intelligence Solution GfK Consumer Tracking GfK Audience Measurement GfK nurago Innovation Centre
M-Days 2012, Frankfurt Stefan Knecht
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Measuring Digital Consumer Journeys
Connected mobile devices proliferate faster than any media before.
Mobile usage takes a growing chunk of the media cake.
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2010/2011:
§ 5b+ global mobile subscribers
§ 25-30% of total users in mature markets are mobile
§ 50% of U.S. adults on smartphones § 4Q2010: global shipments of
smartphones + tablets > desktops + notebooks
§ U.S. mobile ad spending has topped 1b USD in 2011
2015/2016 forecast:
• Nearly one mobile device per capita
• Mobile-only population will outgrow landline population
• More people will have mobile phones than access to electricity
• Smartphone growth will outpace the overall mobile phone market 4:1
• Mobile advertising will equal total online ad spending
Mobile Accelerated from a Technophile Niche into Global Mainstream:
»Mobile is the fastest growing technology market ever – surpassing PCs in sales and in terms of internet usage penetration across all ages and incomes.«
visual: habits and touchpoints
Mobile Devices Integrate and Replace Touchpoints
visual: cutting the cord: landline decline
Mobile Devices become the remote control of our lifes.
At home, tablet usage and TV is a sociable fit.
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visual: ad$ follow eyeballs
Advertising follows attention.
Understanding mobile usage and behaviour is crucial to adapt changing consumer habits.
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There are many more connected, mobile devices and touchpoints to come.
visual: Perfect Storm
Mobile is huge and it will grow on.
For Market Research, it‘s the Perfect Storm with new challenges …
Sean R Heavey
As Ad Spend Shifts to Mobile → Reliable Metrics are Indispensable
Inspired by an Original Illustration by comScore, Jeremy Copp
Mobile advertising can’t, and won’t grow if the mobile analytic tools cannot provide the information marketers require.
Monetizing Mobile requires neutral, unbiased measurements
Mobile Measurement takes up Momentum.
visual: golden bullet
Complexity of media fragmentation and mobile needs a new type of multidimensional research.
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GfK NIS and nurago Network-centered measuring
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
User-centered metering
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage on-device within controlled consumer panels.
§ Understanding the long tail of Mobile: 5+ million unique users
§ New and Tested in 7 countries, 8 operators § Enriched with Demographics, Geographics,
Device Features, and Content Categorisation § Consumer privacy proof
§ Holistic Measurement in smaller samples § Events and data points measured at the point of
origin: Web and App Usage, Communication, Location
§ Enriched with purchase information, attitudinal user feedbacks – and other media usage.
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Measuring Digital Consumer Journeys NIS Network Intelligence Solution • Insights across the long tail of mobile usage • Starting 2012 in Germany and other
countries
MEP Media Efficiency Panel • Understanding cross-media usage
and efficiency: online/mobile, TV and purchase information • Pilot running in Germany
ConnectedLife.dx • Cross-platform, online/mobile • Online usage and attitude research • Study running in UK, US, Germany
and China
72%
7%
60%
23%
56% 42% 44%
33%
65% 37% 14%
12%
26%
19%
5% 16%
Desktop Usage
Desktop + Mobile
Desktop Usage
Desktop + Mobile
Desktop Usage
Desktop + Mobile
Desktop Usage
Desktop + Mobile
Mobile Desktop and Mobile Desktop
98%
79%
60% 60%
Google Facebook Amazon YouTube
Change: Cross-Platform Usage of Online
Incremental Uplift through Mobile Usage.
Source: GfK Media Efficiency Panel Germany Results from Pilot Phase – Android only, small sample size!
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Mobile Usage Index on PIs/Logs
Desktop Usage Index on PIs
TV Usage Index on audience
Base: Mobile Usage N=43; Desktop Usage N=19.253; TV Usage N=12.448 (weighted)
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Usage of desktop, mobile and TV peaks in evening hours, pattern suggests parallel usage of mobile devices during TV consumption.
Change: 3 Screen-Usage
Source: GfK Media Efficiency Panel Germany Results from Pilot Phase – small sample size!
Peter watches TV
... starts searching background context
»Illuminati« »conclave«
»Camerlengo«
»DaVinci Code«
»sacrilege«
»Echelon Conspiracy«
Peter tweets and connects his friends to join the movie
Peter is hinted that a same genre movie runs on another channel
Change: Peter misses TV advertising…
Source: GfK Media Efficiency Panel Germany Results from Pilot Phase – Android only, small sample size!
Stefan Knecht nurago GmbH applied research technologies Member of GfK
Schellingstraße 35 80799 München Tel. +49 40 696 669 3-21 Mob. +49 178 542 5492 [email protected] http://www.nurago.com
Guillaume Guerrin GfK Network Intelligence Solution
Ul. Smulikowskiego 4 00-389 Warszawa Poland Tel. +48 22 4341 660 Mob. +48 505 196277 [email protected] http://www.gfkrt.com/services/network_intelligence_solution/index.en.html
