passive mobile measurement: the next big thing in market research? - tns
TRANSCRIPT
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
©TNS 2012
Passive mobile measurement: The next big thing in market research?
©TNS 2012
As the internet becomes more affordable and readily available in APAC, it is stealing share of attention away from traditional media
68
55
31 29
13
Internet for leisure
TV Radio Newspapers Magazines
% using at least once a day – Global
83
81
62
48
64
54
64
40
93
88
34
45
14
17
25
47
24
30
16
28
Singapore
Australia
China
Indonesia
Thailand
Internet for leisure TV Radio Newspapers
% daily users
Mobile: The Key to Marketing in Asia
©TNS 2012
And as mobile data becomes cheaper and wifi more ubiquitous, mobile is becoming a key portal to the internet, especially in emerging markets
93 95 89
37
69
34 27
49
12
23
7 8 16
52
27
53
37
49
71
30
16 10 9
0 1
Singapore Australia China Indonesia Thailand
% accessing using the internet in the past 4 weeks via:
PC at work
PC at Internet café
PC at home Mobile phone
Tablet
Mobile: The Key to Marketing in Asia
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And mobile phones are the device with the highest ownership and purchase intent
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5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00
Smartphone
Device ownership and likelihood to buy (APAC)
Current ownership
Lik
ely
to
bu
y
Tablet Desktop computer
Laptop computer
Digital camera
DVD player
MP3 player
Mobile: The Key to Marketing in Asia
Mobile phone
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Consumer trends…
5
Quantified Self ‘Check-ins’ Visual Content Voice-based UI
Real-time Status Mobile Wallet New Devices Enterprise Consumer
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Many of these uniting
location, voice, mCommerce
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Mobile
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Developed markets are eager to upgrade to the latest devices, and as smartphones become more affordable, ownership is set to explode in emerging markets as well
9
74
52
38
20 18
36
22 29
16 11
Singapore Australia China Indonesia Thailand
Smartphone owners Likely to buy a smartphone in next 6 months
% of mobile owners who are:
Mobile: The Key to Marketing in Asia
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Finger on the CMO’s pulse
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Early days, but act fast
Beyond mobile marcoms
A step-change opportunity
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Marketers already know that mobile is key – mobile ad spends doubled in the past year and will continue to grow
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Mobile priorities across the marketing cycle
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Change the face of the mobile brand
Mobilise the purchase journey
Reduce friction, and / or add value
Get closer and stay closer
Reach & Engagement
Path to Purchase
Loyalty & Commitment
Conversion
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A new paradigm of client expectations Not just research on new subject matter, but solutions that fulfil new expectations
Client Expectation How TNS must /can respond
More accurate consumer behaviour insights
Increased use of behavioural data: customer transaction data, usage data, search data, clickstream data, social media data, sales data Getting closer to the occasion, integration of eye/ facial/ emotional tracking
Lower risk research investments
Incremental (rather than step-change) marketing research capabilities: build, test, learn
Faster decisions
Surveys & results in closer to real-time Behavioural data Shorter surveys
More predictive results
Greater validation of models Behavioural data Faster data collection Continual integration of the latest thinking
More cost efficient research
Data collection efficiencies Integration of client-sourced data sets Sweat existing assets harder
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24:7
Mobile Behavioural Always-on
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Touchpoint responses
Customer community Market-level
studies
Deep dives
Passive data
Customer Audience
Market Audience
High Audience Engagement
Low Audience Engagement
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So where does passive data sit in the new research landscape?
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Growing Global Footprint
18
USA CHN FR; DK; NL
SGP
KOR
IND
IDN
AUS
MYS PHL
RUS
Live
In development
ITA
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Keys to success
Need to build up a panel of respondents willing to trust you with their data and incentivize/engage them so that they remain on the panel
Maintaining a balance of panel members which is representative of the mobile population instead of skewed to fixed line internet users
Special software, analytic capabilities and storage facilities to handle this kind of Big Data; need to have defined aims in order to leverage data effectively
Metering capabilities that can cope with the rapidly changing mobile OS landscape (covering the range of OSes and new versions as they are released)
Ability to overlay passive data with attitudinal and stated behaviour – passive in isolation has limited value
Panel management
Representivity
Data management
Agility
Data integration
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10
14
1
12
Voice
SMS
IM
Social
networking
0.00
5.00
10.00
15.00
20
Communication market face time during the day (average # of times accessed per user per hour)
Voice SMS IM E-mail Social networking
Daily application face time (# minutes per user per day)
Behavioural data shows us that although they have the widest reach, traditional mobile phone functions like voice and SMS are no longer the central mobile activities
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35
68
21
iPhone
Android Phone
138
App minutes/ day
56 iPad
Android Tablet
It offers us insights into how differences in OS and device can affect behaviour
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As well as offering us evidence of what activities play the largest role in people’s mobile lives
22
22%
26%
15%
7%
7%
5%
5%
3% 2%
2% 2%
Communication
Social
Tools
Productivity
Books & Reference
Games
Entertainment
Music & Audio
News & Magazines
Media & Video
Shopping
Finance
Personalization
Travel & Local
Lifestyle
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8%
25%
25%
11%
3%
13%
2% 3%
2% 2% 2% 3%
And the different roles that personal devices play in our lives
22%
26%
15%
7%
7%
5%
5%
3% 2%
2% 2%
Communication
Social
Tools
Productivity
Books &
Reference Games
Entertainment
Music & Audio
News &
Magazines Media & Video
Shopping
Finance
Personalization
Travel & Local
Lifestyle
23
Mobile Behave
©TNS 2012
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*
3G
WiFi
18 minutes
a day
26 minutes
a day
Total daily market time
And can demonstrate that mobile phone usage is not always mobile
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95% 95% of time spent on +/- 3000 apps
5% of time spent on +/-12000 websites
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Relevance
Independence
Convenience
Experience
Transparency
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1. Retain participants
2. Communities as opposed to panels
3. Represent all OS
4. Active and passive
5. Multiple data sources
6. Big data ability
7. Nimble, flexible, iterate
7 mobile research strategy ingredients
©TNS 2012
What next?
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Event-based mobile surveys
A deeper look at the consumer journey across multiple screens
Further in-depth analysis of different types of mobile interactions
©TNS 2012
Thank you
James Fergusson Global Head, Digital and Technology Remy Bleijendaal Digital Consultant and Mobile Behave development lead
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM