Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results
Nielsen Digiday Mobile
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Transcript of Nielsen Digiday Mobile
Page 1 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Trends & Opportunities in Mobile
Julia ResnickVice President, Mobile Media SolutionsThe Nielsen Company
Page 2 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Big mobile audiences
145M mobile media consumers
127M using SMS
70M downloading content
48M using mobile internet
12M using mobile video
Page 3 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
54%55%56%55%55%
28%28%26%
26%24%
14%14%
14%
14%
16%
4%4%
4%
5%
5%
Q4 2007 Q1 2008* Q2 2008 Q3 2008 Q4 2008
Video
Downloads
Internet
Messaging
Share of Mobile Content Revenue by Media TypeQ4 2007–Q4 2008, National
$5.8B
YoY Growth
$6.4
Big business—the pie is growing
Note: Includes prepaid, postpaid, and all carriers. Does not include off-bill.
Source: Mobile Media Measurement bill panel and survey analysis. Extrapolation from CTIA and Nielsen Mobile universe estimates.
$7.0
*Downloads include revenue from Ringback Subscription Charges
$7.4B$7.9B
+37% All Data+60% Internet
Page 4 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Key trends
The iPhone Effect
Kids Today
Mobile Advertising
From browsing to social networking & video
The next gear in consumption
Teens and Tweens
From experimental to essential
Evolution
Mobile Internet
Opportunity
Page 5 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
37.038.8
39.9 40.2 40.441.1
42.543.3
44.3
46.648.2
45.5
20
23
25
28
30
33
35
38
40
43
45
48
50
Jan 2008 Feb 2008 Mar 2008 Apr 2008 May 2008 Jun 2008 Jul 2008 Aug 2008 Sep 2008 Oct 2008 Nov 2008 Dec 2008
Unique Mobile Internet Users (millions) Jan 2008–Dec 2008, National
Mobile Internet: 48M strong
Source: Mobile Media Measurement – Mobile Internet Report
Note: User: an individual who used the service in the last 30 days in the given period
+30% Jan to Dec
Page 6 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
31.2
19.7 19.6
16.3
12.8 12.3 11.910.6
8.5 7.8 7.2 7.1 7.0 6.7 6.7 6.44.3
2.6 2.5 2.2 1.3 1.2
43.6
Por
tals
E-M
ail
Wea
ther
New
s &
Cur
rent
Eve
nts
Sea
rch
Ent
erta
inm
ent
Spo
rts
City
Gui
des/
Map
s
Soc
ial N
etw
orki
ng
Mus
ic
Gam
es
Bus
ines
s/F
inan
ceN
ews
Tec
hnol
ogy/
Sci
ence
Ban
king
/Onl
ine
Tra
ding
Foo
d/D
inin
g
Vid
eos/
Mov
ies
Sho
ppin
g/A
uctio
ns
Tra
vel/V
acat
ion
Edu
catio
n/E
mpl
oym
ent
Aut
omot
ive
Hea
lth/F
itnes
s
Rea
l Est
ate
Adu
lt
Mobile Internet Users (in millions) by Service TypeDec 2008, National
Social networking is a key frontier
Source: Mobile Media Measurement – Mobile Internet Report
Page 7 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Leaders change—open fieldSocial Networking Mobile Audience (000s)
2008, US
0
2,500
5,000
7,500
10,000
12,500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
All Social Networks
iPhone 3G Launch
+30% Jan to Dec
Page 8 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
49%
58%
43%44%
68%
52%
45%
Subscription Mobile internet Download clips Applications
Q4 2007
Q4 2008
How Viewers Accessed Mobile VideoMobile Video Viewers (n=2,913)
Off-deck video has the momentum
Subscription viewing
penetration is much lower than mobile internet and downloading
Not
rep
orte
d in
Q4
2007
“I paid a subscription fee to access Mobile
TV or video clips”
“I accessed and viewed Mobile TV or video clips directly from the internet on
my cell phone”*
“I downloaded and stored video clips
from a computer or from other sources
onto my cell phone”*
“I viewed video clips using an application
(for example: MyWaves, VSnax)”*
*Response specifies you watched without paying a mobile TV or Video subscription feeM381: In the last 30 days, which of the following ways have you accessed Mobile TV or video clips on your cell phone?
Subscription: I paid a subscription fee to access Mobile TV or video clips Mobile Internet: I accessed and viewed Mobile TV or video clips directly from the internet on my cell phone, without paying a Mobile TV or Video subscription feeDownload Clips: I downloaded and stored video clips from a computer or from other sources onto my cell phone, without paying a Mobile TV or Video subscription feeApplication: I view video clips using an application (for example: MyWaves, VSnax),
Source: Nielsen Mobile Video Survey, US, Q4 2008 & Q4 2007
Page 9 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Shift from info to entertainment driven in part by young viewers
14%
28%28%
18%
22%21%
26%26%
31%
Teen Shareof Mobile
VideoViewers
Comedy Music Sports Weather News &Finance
UserGenerated
Video
MovieTrailers
Entertain.News
Teen Share of Top Content Categories for Mobile Video: Ages 13-17 years
Q4 2008 US Mobile Video Viewers (n=2,913)
1 2 3 4 5 6 7 8
Page 10 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Opening up video beyond TV networks
1. The Weather Channel
2. FOX
3. MTV
4. Comedy Central
5. YouTube
6. ABC
7. CBS
8. NBC
9. ESPN
10. E! Entertainment
Top 10 Mobile Video Channels: All Users Q3 08
Q3 2008 US Mobile Video Viewers (n=2,672)
1. FOX
2. The Weather Channel
3. YouTube
4. MTV
5. Comedy Central
6. ABC
7. CBS
8. ESPN
9. NBC
10. E! Entertainment
Top 10 Mobile Video Channels: All Users Q4 08
Q4 2008 US Mobile Video Viewers (n=2,913)
Page 11 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
21%
13%
10%
6%
6%
67%
45%
34%
16%
19%
90%
75%
71%
36%
38%
Internet
Apps
Location
Full Track Music
Video
All Subscribers
All Smartphone Users
All iPhone Users
A user experience that works—Smartphone/iPhones driving growth
Major Data Activities by Phone TypeQ4 2008, US
Page 12 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
4%
6%
11%
10%
16%
18%
Data User
Instant MessengerUser
Online Game Player
Mobile Internet User
Streaming Video User
Streaming Music User
iPhone comprise 10% of all mobile internet users and 18% of all streaming music users
iPhone User Composition by Advanced Data Feature - USQ4 2008
Source: Nielsen Mobile Device Census
Page 13 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Recently Acquired Smartphone & 3G Device PenetrationQ2 2007, Q3 2008, National
...and it’s accelerating...
4%14%7%
8%
31%
33%
59%
45%
Q4 2007 Q4 2008
Non-smartphone and3G device owner
3G device owner
Smartphone deviceowner
3G smartphoneowner
Source: Q2 2007 and Q2 2008 US Device Census
Page 14 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
...then, send in the clones!
T-Mobile G1 by HTC Verizon Blackberry Storm
…with new off-deck “market-places”
Page 15 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Young subs have been driving data, but mobile is getting even younger!
Tween Mobile Penetration by Age US Tweens (n=1,009)
20%
33%
49%
61%
76%
68%
8 9 10 11 12 All Tweens
9.7 years: Average age kids get their own mobile
phone8.0 years: Average age
kids start using a borrowed
mobile phone
Page 16 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Teens don’t think of mobile as a ‘phone’
482
2,272
887
385297
15552
788
340247
12543
1,956
473
Age 0-12 Age 13-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Q4 08 Q3 08
Average Number of Text Messages by Age Q3/Q4 2008, National
Page 17 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
13%
14%
14%
15%
20%
21%
23%
23%
25%
26%
26%
27%
27%
30%
36%
38%
44%
51%
80%
12%
8%
7%
5%
13%
9%
23%
13%
21%
16%
15%
16%
17%
28%
21%
26%
29%
48%
83%SMS/Text messaging
MMS/Picture messaging
Pre-installed games
Ringtone downloads
Instant messaging
Mobile internet
Picture downloads
Game downloads
Wallpaper/Screensavers downloads
Software/Application downloads
Text alerts
Uploads
Full-track music downloads
Video messaging
Online game playing
Video/Mobile TV
Streaming online music/radio
Location-based services/GPS
Teens
Young adults
Q407. Which of the following data applications did you use on a cell phonein the past 30 days? Please select all that apply.
Beyond messaging, teens are heavily engaged in mobile content
Reported Mobile Data Application Usage (Use in Last 30 Days)Teen/Young Adult Subscribers (n=2,838/2,910)
Source: Nielsen Mobile Insights, US,Q4 2008
Page 18 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Q407. Which of the following data applications did you use on a cell phonein the past 30 days? Please select all that apply.
Messaging-focused today, Tweens should prove even better for mobile media
Source: Nielsen Mobile Insights, US,Q4 2008
66%
31%
27%
20%
13%
12%
12%
9%
9%
9%
8%
7%
5%
4%
20%
Text messaging/SMS
Played pre-installedgames
Picture Messaging/MMS
Ringtone downloads
Wallpaper/Screensaversdownloads
Instant messaging
Game downloads
Video Messaging
Picture Downloads
Full-track musicdownloads
Mobile internet
Video/mobile TV
Uploads
None of the above inthe last 30 days
Mobiletweens
Mobile Data Services Used in the Last 30 Days US Mobile Tweens (n=1,077)
Page 19 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Advertisers want audiences
Text messaging and display ads are leading the
first wave of mobile
advertising
• 145M mobile media consumers
• 127M using SMS
• 70M downloading content
• 48M using mobile internet
• 12M using mobile video
Page 20 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Explosive growth of Twitter, Facebook, ChaCha…Imagine all the short codes
194,709
168,758
148,013
118,549108,725
86,80974,240
53,62743,63844,510
94,213
117,032
48,678
73,55785,401
5,748
48,345
25,331
Twitter 4INFO ESPN Facebook Google AOL Cha Cha TheWeatherChannel
The Coca-Cola
Company
Q4 08
Q2 08
Standard Rate Media SMS Transactions (000’s)Q2/Q4 08 2008, National
Page 21 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Advertisers are engaging in mobile web banners
Finance, 15%
Games, 12%
Sports & Recreation,
11%
Music & Streaming Media, 4%
Other, 4%
Weather, 7%Entertain-ment, 31%
General/Nat-ional News,
16%
Share of Estimated Impressions by Publisher Genre
September 2008
Financial Services,
15%
Consumer Goods, 6%
Retail , 3%
Automotive, 5%
Telecom, 2%Other, 5%
Public Services, 3%
Web Media, 24%
Entertain-ment, 37%
Share of Estimated Impressions by Advertiser Category
September 2008
Page 22 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
From Scottrade to State Farm
Financial Services,
15%30.3%
25.0%
9.5%7.2%
5.3% 5.1% 4.7%3.0% 2.2% 1.5%
Scottrade,Inc.
FidelityInvestments
ProgressiveCasualty
Insurance
GAIN Capital TrumanFinancial
TDAmeritrade
State FarmInsurance
MasterCard CharlesSchwab
Century First
Share of Estimated Impressions by Top Advertisers within Financial Services Advertising Category
September 2008
Ad Category Share of Estimated Impressions
Source: Nielsen Mobile AdRelevance
Page 23 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Page Monetization – Mobile Web September 2008
11%
1%
8%2%
4%
6%7%
7%
3%
19%
2%
2%
9%
14%11%
25%
9%
30%
10%
1%4%
8%
2%5%8%
2%5%
19%
6% 8%
Total Enter- tainment
General/NationalNews
Finance Games Sports &Recreation
Weather Music &Streaming
Media
Portal/ Community
Travel GeneralCommunity
House Ads
3rd Party Ads
Source: Nielsen Mobile AdRelevance
Lot of mobile web inventory to go...
Page 24 Confidential & ProprietaryCopyright © 2008 The Nielsen CompanyConfidential & Proprietary • Copyright © 2007 The Nielsen Company
Thank you
Julia ResnickVice President, Mobile Media [email protected]