following customers' media touchpoints through long term mobile surveys - mindshare
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JULY 16 - 18, 2013, Minneapolis, USA
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Following Customers’ Media Touchpoints Through Long Term Mobile Surveys
Debbie Solomon, Mindshare
Market Research in the Mobile World
July 17, 2013
Methodology and Sample
- National probability sample
• 2,000 adults 18-64 (half m/f) drawn from GfK MRI’s Survey of the American Consumer
• Data merged to MRI study
- Respondents make entries
• Every 30 minutes
• Over a 10 day period
• Via an app-based e-diary app
Location Activities Social Setting Media Mood/Emotion
What Respondents Are Asked
End Of Day - Shopping, Dining Out, Movie-Going
Easy to Use and Familiar to Consumers
Automated text reminder
Instructional video, FAQs and helpline on app
Respondents updated their status at least every 90 minutes
• Spent about 90 seconds entering data
Quality Control Rules:
• Must have 7 or more full eDiary days per respondent
• A full day = 16 or more half hours
• Must have one good Friday, Saturday and Sunday
Keeping Respondents Engaged
Recruitment - build a relationship
Incentive
Reminder texts
Compliance flags
Field service calls
End of day summary
On average, 9.8 complete days of data from each respondent
6
15 Data Entries per Day
7
0
5
10
15
20
1 2 3 4 5 6 7 8 9 10
# of Entries Average # of Data Entries per Day
Days
96% said task was easy
99% believed they provided complete and accurate information
The Last Stand Task: Position The Last Stand as the
“must see” Action movie in January
8
GUYS LOVE TO BE GUYSAND THEY’RE HUNGRYEspecially in January
9
Establishing Dude Time
• Hypothesis - M18-49 would be most receptive:
• With friends, in a good mood AND doing any of the following (relaxing, socializing, sports, hobbies, entertainment):
Dude Time
• Conversely, they’d be less receptive:
• With partner or spouse AND feeling bored, frustrated, overwhelmed, angry, or sad
Nag Time
10
Nag Time Twice as Likely as Dude Time
•
Source: USA TouchPoints 2012.2 11
2119
28
41 4044
0
5
10
15
20
25
30
35
40
45
50
Daily Weekday Weekend
Perc
en
t o
f M
18-4
9
Average Daily Reach for Dude Time and Nag Time
0
5
10
15
20
25
30
35
40
Perc
en
t o
f M
18-4
9
Weekly Reach for Dude Time and Nag Time
What media are they using during Dude Time?
Source: USA TouchPoints 2012.212
27%
22%
15%
13%
12%
Watching Live TV
Texting on Mobile Phone
Talking on Mobile Phone
Listening to AM/FM Radio
Watching Sports Event on TV
Reach of M18-49 who are in Dude Time and Using the Specified Medium
Where are men most likely to be when experiencing Dude Time?
• At someone else’s house on the
weekend
The Last Stand
Trailer
13
Reaching Guys During Dude Time
Theatrical: Position as “Guys Night Out”
Home Entertainment: “Guys Night In”
Always On• Online destination that is all things Arnie
Fuel The Appetite
15
Football Domination
Ownership of Bowl Games Championship Game
CBS NFL Interview
Arnie’s Take On Play-Offs
CBS Radio Sweepstakes – win a trip to Mexico
City to see The Killers live in concert
HuggiesReach and inspire mom
16
�1.24 hours on
SOCIAL MEDIA
0
1
2
3
5A-5:30A
7A-7:30A
9A-9:30A
11A-11:30A
1P-1:30P
3P-3:30P
5P-5:30P
7P-7:30P
9P-9:30P
11P-11:30P
�2 hours spent
on TABLET�1 hour with
MAGAZINES
� 2.11 hours with DVR, VOD, MUSIC
STREAMING
0
10
20
30
40
5A-5:30A
7:30A-8A
10A-10:30A
12:30P-1P
3P-3:30P
5:30P-6P
8P-8:30P
10:30P-11P
How does mom spend her media day?
Game ConsoleMobile
App/Web
Social Networking
Digital Video** Tablet
Source: TouchPoints; Target W18-34 pregnant or with kids 0-34 mo.
�3.37 hours watching
live TV
�3 hours listening to
RADIO
�1.13 hours on
MOBILE
�1.5 hours on
INTERNET
Live TV Other TV* RadioInternet on Computer
PrintedMagazine
Printed Newspaper
Interneton Computer
Interneton Computer
App/Webon Mobile
App/Webon Mobile
Social Social
2014 Inputs Review 2 Hours a Day on the Internet
Mom’s attitude toward the internet:
• Keeps me up-to-date with the
latest styles and trends
• Gives me good ideas
• Keeps me informed
• A good source of learning 81% 51% 92%
Source: MRI; comScore, TouchPoints
Increase social graph
Bring Test Town ideas to mom’s
city through local executions
Increase dedicated Mobile
presence
19** Please Note: Twitter and Daily Candy have been removed from Performance 2013 Program due to budget cuts
Innovation in Mobile, Social and Gaming Spaces
Use Facebook to Drive Trial
20
Reach Mom Near Shopping
21
Engage with Mom When She Goes Online
22
Thank [email protected]
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry