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TRANSCRIPT
Susan Whiting – Vice Chair – Nielsen February 27, 2013
MOBILE IN MEDIA
WHAT DO YOU WANT TO HAPPEN?
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THE
TOP 5 APPS THE
TOP 5 APPS
Google Maps
YouTube
Google Search
Gmail
MOBILE LEADERS ENTRENCHED
Source: Nielsen Smartphone Analytics, Nielsen Mobile Connected Device Report – U.S.
(and they are all familiar faces) SE
PT
20
12
SEP
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YouTube
Google Search
Gmail
Google Maps
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4 Source: Nielsen, State of the Media, U.S. Consumer Usage, Dec. 2012 – Android
SHARE OF MOBILE TIME
Top 8 activities, by function
OTHER APPS
54.59%
BROWSER 13.41%
EMAIL/IM 4.50%
CAMERA 1.18%
SOCIAL NETWORKING 8.81%
DIALER/ADDRESS BOOK 3.37%
MUSIC/VIDEO 3.53%
TEXT MESSAGING 9.48%
MAPS/LOCATION 1.13%
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MOBILE VS. PC USAGE
Source: Nielsen Netview and Nielsen Mobile Mediaview, August 2012 – U.S.
Total Minutes Spent on Social Networking Online vs. Mobile (in Billions)
OCT 2011
SEP 2011
NOV 2011
JAN 2012
DEC 2011
FEB 2012
APR 2012
MAR 2012
MAY 2012
JUL 2012
JUN 2012
AUG 2012
AUG 2011
10,000,000
20,000,000
30,000,000
40,000,000
60,000,000
70,000,000
80,000,000
50,000,000
ONLINE HOME & WORK MINUTES
MOBILE ANDROID & IOS MINUTES
69B
34B
48B
57B
-17%
+42%
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Frequency of Simultaneous Usage While Watching TV: Tablets
Tablet Owners (Q2 2012 n=3,440)
Frequency of Simultaneous Usage While Watching TV: Smartphones
Smartphone Owners (Q2 2012 n=4,950)
THE IMPACT OF SECOND SCREEN
Source: Nielsen Q2 2012 Mobile Connected Device Report – U.S.
25%
16%
25%
13%
7%
14%
TABLETS
SEVERAL TIMES A DAY
ONCE A DAY
SEVERAL TIMES A WEEK
SEVERAL TIMES A MONTH
ONCE A MONTH OR LESS
NEVER
26%
13%
23%
14%
9%
16%
SMARTPHONES
WHILE WATCHING TV:
85% use their device at least once a month
45% shop online
26% look up product from a TV Ad
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TYPICAL ACTIVITIES
SKEWS OLDER Age groups 25-34 and 55-64
are the most likely to use their
tablets multiple times per day
while watching TV.
Source: Nielsen, The State of The Media: The Cross-Platform Quarter 2, 2012
SEEKING INFORMATION 36% of people 35-54 and 44% of people 55-64 use their tablets to dive deeper into the TV program they are currently watching.
SURFING AND E-MAILING 55-64 are the heaviest web surfers and email checkers during commercial breaks and programs.
SPORTS SCORES Nearly a third of all tablet users aged 25-64 check sports scores on their tablets while watching TV.
SIMILTANEOUS TABLET+TV SKEWS OLDER
Source: Nielsen Q2 2012 Mobile Connected Device Report – U.S.
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TYPICAL ACTIVITIES
SKEWS YOUNGER Nearly half of 18-24 year olds
use their smartphones
while watching TV, at least
once per day.
Source: Nielsen, The State of The Media: The Cross-Platform Quarter 2, 2012
SOCIAL MEDIA 44% of 18-24 year olds and close to 50% of 25-34 year olds are visiting social networking sites on their smartphones during both commercials and programs while watching TV.
E-MAILING Is the heaviest simultaneous smartphone activity across all demos, with over 50% of users checking during commercials and programs.
SHOPPING 29% of 25-34 year olds shop on their smartphones while watching TV.
SIMILTANEOUS MOBILE+TV SKEWS YOUNGER
Source: Nielsen Q2 2012 Mobile Connected Device Report – U.S.
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MOBILE DIFFERENTIATION
Source: Nielsen Mobile Insights – U.S.
Mobile Data Activities among Smartphone Owners by Race/Ethnicity Q3 2012
81%
61% 57%
49%
37%
29%
88%
72%
62%
54% 50%
36%
84%
65%
59% 54%
40% 32%
83%
64%
56%
43% 45%
30%
MOBILE INTERNET SOCIAL NETWORKING APP DOWNLOADS LOCATION-BASEDSERVICES
MOBILE BANKING MOBILE SHOPPING
WHITE HISPANIC ASIAN AFRICAN AMERICAN
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GENDER MATTERS
Source: Nielsen Emerging Market Insights – 15 Sub-Saharan countries
FREQUENCY OF USING SOCIAL MEDIUM - MOBILE PHONE
MALE FEMALE MALE INDEX FEMALE INDEX
MORE THAN ONCE A DAY 83 77 104 96
ONCE A DAY 9 10 100 111
2 - 3 TIMES A WEEK 3 5 75 125
4-6 TIMES A WEEK 2 4 67 133
