Liam corcoran arbitron - mml 2012

ARBITRON MOBILE

INTERPRETING APP BEHAVIOUR THROUGH THE EYES OF THE MOBILE CONSUMER

© 2012 Arbitron Inc.

Liam CorcoranArbitron [email protected]

ARBITRON MOBILE COMPANY FACTS

• Arbitron Mobile (part of Arbitron Inc., a leading US media and marketing research firm) is the market leader in mobile, tablet and PC audience measurement and analytics

• Arbitron Mobile provides a 360” view of the connected consumer through it’s global opt-in based on-device metering, syndicated and custom, panels in Americas, Asia-Pacific and Europe

• Arbitron Mobile effectively study how much, why, where and when people access content across 3 screens to deliver key insights into consumer behaviour, product insights, and provides competitive insights

2© 2012 Arbitron Inc.


OUR VALUE PROPOSITION

Our on-device metering tool that captures comprehensive sets of data to interpret the world’s largest mass medium — online — which today means Mobile, Tablets and PCs.

The collected data is converted into statistics and actionable analytics to create customised reports that provide you with key insights to be transformed into business actions


How it works

•Passive measurements via mobile metering apps

•App is downloaded by Opt-in panelists recruited through email or SMS

What you receive

• Clients have access to consumers’ 24/7 context, behavior and opinions

• Complete online, offline and Wi-Fi device usage tracking

•360°insights on what the consumer does with device

Mobile Internet & Advertising

Media & Music

Applications & Properties

Device & Network

Life Patterns & Consumer Profiles

Movements & Places

Communications& Social Media

IT’S TIME FOR A USER- CENTRIC APPROACH


• Multiple operating systems• Android • BlackBerry• iOS • Symbian

• Hundreds of service providers

• Multiple ways to use the device

• Online behavior (WiFi, cellular)

• Off-network behaviour

• Face-time and engagement

Arbitron Mobile’s solution addresses all

COVERING MAJOR OPERATING SYSTEMS AND DEVICES ON AND OFFLINE

MOBILE APPLICATIONS

BRANDS WHICH ARE CATCHING THE CONSUMERS EYE


Application

Reach (Mo) Engagement Frequency

(Monthly Users %)

(Per User. In Minutes/Mo)

(Avg. Usage Days In Mo.)

1 Facebook 77.2 355.9 20.1

2 Youtube 45.3 112.5 5.3

3 Ebay 41.3 92.0 10.3

4 Whatsapp Messenger 31.5 166.6 12.8

5 Twitter 30.8 220.0 13.0

6 Google 25.1 11.0 5.0

7 Gmail 23.4 40.2 12.1

8 Facebook Messenger 23.0 52.8 8.6

9 Paypal 19.5 8.3 4.6

10 Google Maps 19.3 12.8 2.4

11 Cooliris 15.9 25.7 8.0

12 Amazon Mobile 15.8 22.8 4.3

13 Drawsomething 15.8 50.8 6.5

14 Skype 13.6 41.5 5.6

15 BBC News 13.3 80.8 10.7

16 BBC iplayer 11.6 35.3 3.0

17 Instagram 11.6 87.8 7.8

18 Android Voicesearch 10.8 0.6 2.0

19 Groupon 10.4 12.6 5.1

20 Wordswithfriends 9.7 156.3 10.9

Website

Reach (Mo) Engagement Frequency

(Monthly Users %)


(Avg. Usage Days In Mo.)

1 Google 90.4 N/A 16.7

2 Facebook 68.7 419.2 10.9

3 Twitter 35.4 37.0 4.8

4 BBC 29.0 131.8 6.1

5 Youtube 25.2 40.1 3.6

6 Wikipedia 23.2 50.6 4.1

7 Yahoo 21.7 217.5 4.9

8 Ebay 19.1 100.2 4.2

9 Amazon 19.0 55.5 3.6

10 Hotmail 14.7 192.7 7.2

11 Dailymail 11.6 61.6 3.6

12 Tesco 9.9 29.4 3.3

13 National-lottery 9.4 72.8 4.9

14 Argos 9.4 42.6 3.1

15 Blogspot 9.0 16.7 2.6

16 Guardian 8.8 39.1 3.0

17 IMDb 8.2 30.0 2.5

18 London2012 7.8 70.2 4.0

19 Moneysavingexpert 7.7 77.4 3.4

20 Accuweather 7.5 91.3 7.4

Arbitron Mobile Index Report, August 2012

10 OUT OF THE TOP 20 ADD-ON APPS HAVE STAYED CONSISTENT OVER THE LAST 4 QUARTERS


ApplicationQ4/11

Reach (mo)

ApplicationQ1/12

Reach (mo)

ApplicationQ2/12

Reach (mo)

ApplicationQ3/12

Reach (mo)

(monthly users %)

(monthly users

%)(monthly users %)

(monthly users %)

1Facebook

67.3 Facebook 68.2 Facebook 72.2 Facebook 77.2

2Ebay

29.6 Ebay 31.7 Youtube 41.8 Youtube 45.3

3Youtube

26.8 Youtube 30.8 Ebay 36.9 Ebay 41.3

4Twitter

25.9 Twitter 27.3 Twitter 34.3 Whatsapp Messenger 31.5

5Google

21.5 Google 25.7 Google 29.0 Twitter 30.8

6Whatsapp Messenger

14.9 Whatsapp Messenger 18.4 Whatsapp Messenger 25.7 Google 25.1

7Amazon Mobile

11.0 Amazon Mobile 15.3 Drawsomething 21.2 Gmail 23.4

8Skype

11.0 Mobileprofile 13.9 Amazon Mobile 17.5 Facebook Messenger 23.0

9BBC News

10.8 Paypal 12.4 BBC News 15.6 Paypal 19.5

10Paypal

10.0 BBC News 12.2 Paypal 12.9 Google Maps 19.3

11Mobileprofile

9.8 MSN 11.0 Cooliris 10.9 Cooliris 15.9

12Angry Birds

7.8 Skype 10.0 Skype 10.8 Amazon Mobile 15.8

13İMDb

7.4 IMDb 8.2 MSN 10.6 Drawsomething 15.8

14Nectar

7.3 TV Guide 8.2 Met Office 10.0 Skype 13.6

15Cooliris

7.2 Cooliris 7.9 Instagram 9.8 BBC News 13.3

16Shazam

6.7 Wordswithfriends 7.8 Wordswithfriends 9.6 BBC iplayer 11.6

17MSN

6.5 Temple Run 7.7 Facebook Messenger 9.2 Instagram 11.6

18ibooks

6.1 Angry Birds 7.2 Android Voicesearch 9.1 Android Voicesearch 10.8

19Skynews

5.9 Sky+ 7.0 Shazam 9.1 Groupon 10.4

20Groupon

5.8 Solitaire 6.8 Angry Birds 8.8 Wordswithfriends 9.7

BUT ONCE THEY HAVE BEEN DOWNLOADED, ARE THEY EASILY FORGOTTEN?


AND WHEN CONSUMERS HAVE THE CHOICE, WHICH METHOD IS THE WINNER


Mobile Application

EngagementMobile Website

Engagement



1 Youtube 112.5 ✔ Youtube 40.1 ✗2 Yahoo Mail 74.4 ✗ Yahoo 217.5 ✔

3 Voucher Codes 4.6 ✗ Voucher Codes 5.6 ✔

4 Vodafone 4.5 ✗ Vodafone 58.3 ✔

5 Twitter 220.0 ✔ Twitter 37.0 ✗6 Three 7.8 ✗ Three 80.8 ✔

7 Thetrainline 10.9 ✗ Thetrainline 28.7 ✔

8 Tesco Groceries 15.6 ✗ Tesco 29.4 ✔

9 T-mobile 7.6 ✗ T-mobile 48.2 ✔

10 Skysportnews 60.4 ✗ Skysports 118.0 ✔

11 Skygo 42.7 ✗ Sky 53.0 ✔

12 Sainsbury's 5.5 ✗ Sainsbury's 60.1 ✔

13 Rightmove 39.3 ✗ Rightmove 65.6 ✔

14 Quidco 17.5 ✗ Quidco 29.3 ✔

15 Paypal 8.3 ✗ Paypal 28.9 ✔

16 Orange 7.0 ✗ Orange 119.2 ✔

17 O2 6.5 ✗ O2 144.7 ✔

18 Natwest 20.7 ✗ Natwest 39.6 ✔

19 National Lottery 9.9 ✗ National-Lottery 72.8 ✔

20 Linkedin 8.1 ✗ Linkedin 9.5 ✔

21 ITVplayer 27.9 ✗ ITV 44.5 ✔

22 IMDb 25.7 ✗ IMDb 30.0 ✔

23 Gumtree 31.9 ✗ Gumtree 241.5 ✔

24 Groupon 12.6 ✗ Groupon 34.8 ✔

26 Facebook 355.9 ✗ Facebook 419.2 ✔

27 Ebay 92.0 ✗ Ebay 100.2 ✔

28 Channel 4 76.9 ✔ Channel 4 18.2 ✗29 BBC 80.8 ✗ BBC 131.8 ✔

30 Asda 14.5 ✗ Asda 26.0 ✔


WHERE SHOULD YOUR FOCUS BE, IPHONE, ANDROID OR ACROSS ALL PLATFORMS?



ARE YOU LIKELY TO REACH YOUR TARGET MARKET THROUGH APPS OR THE MOBILE WEB?



AND WHEN ARE CONSUMERS LIKELY TO ENGAGE WITH APPLICATIONS – IN THE WEEK……



……..OR ON THE WEEKEND?



Liam corcoran arbitron - mml 2012

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