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Behavioural mobile measurement

Don’t just ask people… Watch what they do…

Alexia Cuypers Gerd Callewaert

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Information needs

What do people do on their smartphone: what online and offline activities do they do, which apps,…

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In particular what communication apps do they use and what is the proportion of communication apps versus traditional communication (call and sms). Which network do people use on their smartphone (wifi vs mobile network), and what is the volume of network data on each network

Do people use operator specific apps like TV Everywhere, Yelo,…

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What did we do?

Track online behaviour of a “panel” via

an app

Apps Websites Web address, date/

time visited Analysis links to

App usage

Calls Calls placed,

Calls received, Duration,

Answered, Ended, Dialled,

Connected

Texts/MMS Frequency, date/time

Network Type, Signal

strength, Wifi status, Data traffic

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What is Captured – A High Level View More than 50 key metrics available

Including Name, date,

version, frequency

and duration of native and 3rd party apps

Device and System Info OS, Device model

Power status, Network Signal Strength, etc.

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1. RECRUITMENT: Ipsos online panel

2. INSTALLATION OF APP

3. BEHAVIOURAL MEASUREMENT DURING 4 WEEKS

4. PROFILE SURVEY

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The result is…BIG DATA!

Database of over 350GB

With over 31 million rows

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NetworkCellularStatusID UserId ClientKey Time NetworkType Connected TimeUtc TimeZone

10 105001536322 cqameyk57mau7b4yvimiebzxmq 09:06,5 HSPA 0 09:06,5 +02:00

38 105001536322 cqameyk57mau7b4yvimiebzxmq 20:54,7 HSPA+ 1 20:54,7 +02:00

39 105001536322 cqameyk57mau7b4yvimiebzxmq 25:23,0 UNKNOWN 0 25:23,0 +02:00

40 105001536322 cqameyk57mau7b4yvimiebzxmq 25:38,0 HSPA 1 25:38,0 +02:00

41 105001536322 cqameyk57mau7b4yvimiebzxmq 25:49,0 HSPA+ 1 25:49,0 +02:00

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NetworkSignalStrengthID UserId ClientKey Time Dbm TimeUtc TimeZone

36716 105002177132 f5w6hht3ultexa3eqqcdc3q3bq 41:32,8 -97 41:32,8 +02:00

36717 105002177132 f5w6hht3ultexa3eqqcdc3q3bq 07:17,4 -107 07:17,4 +02:00

36718 105002177132 f5w6hht3ultexa3eqqcdc3q3bq 51:38,4 -99 51:38,4 +02:00

36719 105002177132 f5w6hht3ultexa3eqqcdc3q3bq 04:58,3 -105 04:58,3 +02:00

36720 105002177132 f5w6hht3ultexa3eqqcdc3q3bq 10:44,4 -91 10:44,4 +02:00

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NetworkTrafficStatsID UserId ClientKey Time TotalRxBytes TotalTxBytes TimeUtc TimeZone

640 105000045438 j6h257b25jbehndmizbejb2fmu 00:39,9 8016525 1779944 00:39,9 +02:00

923 105001536322 cqameyk57mau7b4yvimiebzxmq 01:40,2 1773792882 1190387398 01:40,2 +02:00

924 105001536322 cqameyk57mau7b4yvimiebzxmq 03:27,1 1773012623 1189792027 03:27,1 +02:00

925 105001536322 cqameyk57mau7b4yvimiebzxmq 34:34,2 1773498110 1190137003 34:34,2 +02:00

926 105001536322 cqameyk57mau7b4yvimiebzxmq 37:52,5 1773532424 1190181520 37:52,5 +02:00

...

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AppID AppName starttime endtime EndResult EndResultDesc StartTimeUTC StartTimeZone EndTimeUTC EndTimeZone MinuteSpent InvalidAPP UserSessionID AppSessionID

641564 com.android.calendar 40:48,5 41:53,3 1 AppNonForeground 40:48,5 +02:00 41:53,3 +02:00 1,0833333 0 4 19

642290 com.lge.clock 00:02,2 00:10,1 3 EndOfDgp 00:02,2 +02:00 00:10,1 +02:00 0,1333333 0 8 1466

642456 com.android.phone 38:33,6 38:40,3 2 DeviceIdle 38:33,6 +02:00 38:40,3 +02:00 0,1166666 1901 12 690

642465 com.android.settings 12:47,7 14:43,8 2 DeviceIdle 12:47,7 +02:00 14:43,8 +02:00 1,9333333 0 9 803

642986 com.lge.sizechangable.weather 52:15,5 54:25,5 1 AppNonForeground 52:15,5 +02:00 54:25,5 +02:00 2,1666666 0 13 3638

643044 com.facebook.katana 33:06,9 35:46,9 2 DeviceIdle 33:06,9 +02:00 35:46,9 +02:00 2,6666666 0 18 873

643048 com.facebook.katana 46:16,6 46:23,7 2 DeviceIdle 46:16,6 +02:00 46:23,7 +02:00 0,1166666 0 18 877

643118 com.facebook.katana 07:07,6 07:40,8 2 DeviceIdle 07:07,6 +02:00 07:40,8 +02:00 0,55 0 19 878

643119 com.facebook.katana 07:57,6 07:59,9 2 DeviceIdle 07:57,6 +02:00 07:59,9 +02:00 0,0333333 0 19 879

643234 com.facebook.katana 24:14,1 26:08,3 2 DeviceIdle 24:14,1 +02:00 26:08,3 +02:00 1,9 0 19 889

643237 com.android.phone 22:51,8 22:56,0 2 DeviceIdle 22:51,8 +02:00 22:56,0 +02:00 0,0666666 1901 19 691

643241 com.facebook.katana 21:41,8 21:51,8 1 AppNonForeground 21:41,8 +02:00 21:51,9 +02:00 0,1666666 0 19 888

643242 com.facebook.katana 19:40,2 19:41,9 2 DeviceIdle 19:40,2 +02:00 19:41,9 +02:00 0,0166666 0 19 887

644076 com.android.phone 35:38,3 35:41,8 2 DeviceIdle 35:38,3 +02:00 35:41,8 +02:00 0,05 1901 24 692

644378 com.facebook.katana 07:50,9 09:51,0 1 AppNonForeground 07:50,9 +02:00 09:51,0 +02:00 2 0 26 895

644795 com.android.phone 11:14,7 11:20,5 2 DeviceIdle 11:14,7 +02:00 11:20,5 +02:00 0,1 1901 28 693

647742 com.facebook.katana 22:34,3 25:08,6 2 DeviceIdle 22:34,3 +02:00 25:08,6 +02:00 2,5666666 0 36 902

647818 com.lge.clock 00:04,7 00:14,7 1 AppNonForeground 00:04,7 +02:00 00:14,7 +02:00 0,1666666 0 43 1469

677420 com.lge.clock 05:01,9 05:11,9 1 AppNonForeground 05:01,9 +02:00 05:11,9 +02:00 0,1666666 0 88 1473

677427 com.facebook.katana 43:34,0 43:54,1 1 AppNonForeground 43:34,0 +02:00 43:54,1 +02:00 0,35 0 86 903

677428 com.lge.sizechangable.weather 43:54,1 43:57,5 2 DeviceIdle 43:54,1 +02:00 43:57,5 +02:00 0,05 0 86 3639

677429 com.lge.sizechangable.weather 44:04,1 44:17,7 2 DeviceIdle 44:04,1 +02:00 44:17,7 +02:00 0,2166666 0 86 3640

678408 com.lge.sizechangable.weather 03:30,9 03:47,1 2 DeviceIdle 03:30,9 +02:00 03:47,1 +02:00 0,2833333 0 96 3641

680410 com.android.phone 41:39,0 41:49,0 1 AppNonForeground 41:39,0 +02:00 41:49,0 +02:00 0,1666666 1901 101 699

680412 com.facebook.katana 41:59,0 44:07,3 2 DeviceIdle 41:59,0 +02:00 44:07,3 +02:00 2,1333333 0 101 904

681076 com.android.calendar 07:22,0 07:32,0 1 AppNonForeground 07:22,0 +02:00 07:32,0 +02:00 0,1666666 0 101 20

703384 android 23:23,2 23:33,2 1 AppNonForeground 23:23,2 +02:00 23:33,2 +02:00 0,1666666 1841 123 3

704519 com.facebook.katana 53:12,0 54:57,1 2 DeviceIdle 53:12,0 +02:00 54:57,1 +02:00 1,75 0 125 911

704520 com.facebook.katana 55:05,5 58:45,6 1 AppNonForeground 55:05,5 +02:00 58:45,6 +02:00 3,6666666 0 125 912

704523 com.android.calendar 59:05,6 59:40,1 2 DeviceIdle 59:05,6 +02:00 59:40,1 +02:00 0,5833333 0 125 21

704528 com.fifa.fifaapp.android 07:55,8 09:18,1 2 DeviceIdle 07:55,8 +02:00 09:18,1 +02:00 1,3833333 0 125 1345

704529 com.fifa.fifaapp.android 09:25,8 13:12,0 3 EndOfDgp 09:25,8 +02:00 13:12,0 +02:00 3,7833333 0 125 1346

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Key learnings

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THANK

YOU

IPSOS Vitalie de Backere

Jolien Gallant

Antoon Van der Steichel

Thomas Walla

Phil Pytlak

PROXIMUS Alexia Cuypers

Laurent Lemay

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