12.07.2012 t13 mobile strategy, jens barczewski, nurago

Innovation – Insights – Interaction Jens Barczewski nurago GmbH

Moving mobileThe Measurement of Smartphones

Jens Barczewski, Managing Director Client Services Germany, nurago

In Cooperation with GfK Panel Services, Advanced Business Solutions (ABS)


Harri Holkeri, then prime minister of Finland, makes the world's first GSM call on July 1, 1991, from a car phone in Helsinki. [http://read.bi/lRdSHm]

over 7.1b connected mobile devices, including machine-to-machine (M2M) modules, approximately equal to the world population (7.2b). [CISCO Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010-2015 – http://bit.ly/jtZSsP 110207]

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There is no mobile Web.There is only The Web, which we view in different ways.

There is also no Desktop Web…

or Tablet Web.

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Online PlanningShare of total duration Smartphone Usage

57%

43%Mobile vs. Desktop Data among Smartphone User

in the MEP %

12%

88%

Base: Mobile app or URL user 03/2012 N=266

in % of all Online Usage

Smartphone UsageDesktop UsageDuration Desktop Usage Duration Smartphone Usage


Mobile usage takes a bite of the media cake.

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Total mobile market UK:

£203.2m in 2011 up from £83m in 2010


Crossmedia UsagePeter watches on

TV

MOBILE

Illuminati

Fischerring

Amt für liturgische

Feiern des Papstes

Konklave Wahlverfahren

Camerlengo

Davinci Code

Sakrileg

Akklamation The Tournament

Armin Mueller Stahl

The International

….

20:15 – 23:05 23:05 – 0:55

Peter watches on

06.11.2011

Peter Starts Searching

Peter: Misses TV advertising as he is focused on conspiracy theory!


Crossmedia Usage

Wikipedia mobile usage

9,6

Youtube mobile usage

10,6

15%

85%

23%

77%

Facebook mobile usage

150,0

16%

84%

Amazon mobile usage

11,1

11%

89%

Angry birds mobile usage

1525,9

14%

Mobile usage total

65%

35%

81,5

86%

Games like Angry Birds are most likely to be played while watching TV.

Wikipedia mobile usage seems to be triggered by TV.

Parallel usage TV/Mobile

Mobile usage only

Ø min. per user/month

Share %

Base: Mobile app or URL user 03/2012 N=176


The mobile ecosystem is fragmented.

Mobile Devices become theremote control of our lifes.


Complexity of media fragmentation and mobile needs a new type of multidimensional research.


Measuring Mobile Internet UsageApplications start/terminate, foreground/background, install/uninstall

Internet URLs visitedDevice and System device switch on/off, idle screen visible/invisible, change

ringtoneVoice calls initiated/received, durationSMS, MMS, E-Mail sent/receivedNetwork, Bluetooth,W-LAN connection status, signal strengthOffline media song/video start/stop, picture/video takenPersonal Information Manager add/modify/delete contact/appointment/to-do

Memory available storage, change memory cardBattery power level, charging statusKeys key press, key lock

Q3/ 2012


Digital Audience Tracking – creating value from data

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GfK’s ambition is to become a leading supplier of digital consumer intelligence.

To this end, GfK’s digital audience tracking services provide robust and independent audience measurement currencies across TV, digital print, online and mobile media.

Clients use these services to measure the size and profile of audiences across platforms.

Optimising the planning and buying of commercial inventory

to improve the efficiency, effectiveness and return on investment of brand communication across all digital media.


Thank you!