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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
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WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
LINKING INDIVIDUAL CUSTOMER JOURNEYS TO
QUANTITATIVE PASSIVE DATA TO MEASURE THE BEHAVIOR OF USERS OF
NEWSPAPER AND MAGAZINE APPS
A CASE STUDY WITH
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ABOUT NIELSEN, AND NIELSEN AUDIO
»On the 30th September, Nielsen completed the acquisition of Arbitron, which became Nielsen Audio
» The two companies’ mobile measurement businesses are being integrated
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» We use a pioneering device-based research application to investigate real usage of Smartphones and Tablets
» Real-time user behaviour, technical data and qualitative feedback are collected at the point of convergence, in the actual usage context
» Our insights help our clients to understand the consumption patterns of their customers – and to engage with them more successfully
» We are a leading mobile analytics vendor, with the greatest number of KPIs across operating systems
ABOUT NIELSEN AUDIO’S MOBILE SERVICE
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ABOUT …………..
» Gruner + Jahr is the largest European publishing firm, based in Hamburg. It publishes approximately 285 magazines and newspapers in 22 countries
» G+J Electronic Media Sales is the company’s ad sales division
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PANEL SELECTION
The G+J Medientrend Online Access Panel has about 7,000 members who use their smartphone at least occasionally to access the internet
The EMS Mobile Panel is a sample of 1,024 persons out of these with an age and gender structure that corresponds with that of the AGOF mobile facts study.
passive, measured data was recorded 24/7 over a period of 4 weeks, via Nielsen Audio’s tracking app.
Market research company d.core GmbH provided the “privacy firewall”, and data & location information analysis.
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PANELIST PRIVACY AND ANONYMITY
» Panelists were asked to opt in to a Privacy Policy specific to this project, and to the general EULA for the research app.
» Privacy policy is compliant with DE / EU privacy regulations, and with MRMW / ESOMAR Guidelines.
» No correlation between individual Panellist's identity and measured behaviour available to G+J EMS, as Arbitron Mobile and d.core acted as “firewalls”.
» Select representative Individual Customer Journeys were part of the research results, but in anonymised form.
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SELECTED OVERALL RESULTS
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DISTRIBUTION OF PANELIST ENGAGEMENT
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DAYPART USAGE – ALL NEWS & INFO APPS
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DAYPART USAGE – NEWSMAG APPS
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DAYPART USAGE – INFO PRIME-TIMES
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APP / WEB USAGE CROSSOVER
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WEB USAGE – REFERRER ANALYSIS
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CONTEXTUAL SURVEYS PANELIST CONCENTRATION DURING USAGE
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CONTEXTUAL SURVEYS RECEPTIVENESS TO ADVERTISING
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INDIVIDUAL CUSTOMER JOURNEYS
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A SAMPLE PANELIST TIMELINE
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G+J MEDIENPANEL SEGMENTATION
Young experienced leisure users
28% Entertainment rather than
consumerism
Established 30%
Infrequent users with high purchasing power
Experienced pragmatists 24%
Save time in everyday life and at work
Enthusiasts 18%
Most intensive users: socialising and shopping
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G+J ”ENTHUSIASTS”
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”ENTHUSIAST” SAMPLE DAY
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G+J ”YOUNG EXPERIENCED LEISURE USERS”
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”YOUNG EXPERIENCED LEISURE USER” SAMPLE DAY
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G+J ”EXPERIENCED PRAGMATIST”
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”EXPERIENCED PRAGMATIST” SAMPLE DAY
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G+J ”ESTABLISHED”
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”ESTABLISHED” SAMPLE DAY
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CONCLUSIONS
» Analysis of the data showed that good correspondence with four G+J Medientrend segments
» The study gave pointers on changing media use and on possible optimisations of the apps and mobile websites in the portfolio of G+J EMS
» G+J learned a lot more about the segments’ usage of mobile devices, resulting in more targeted advertising
» The results were also used in communications and marketing initiatives targeted at advertisers
Andreas Piani General Manager Mobile, EMEA
Nielsen Audio andreas.piani@nielsen.com
Kay Schneemann Head of Digital Research
G+J EMS schneemann.kay@ems.guj.de
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry