Measuring mobile media consumption, a user-centric approach

Ipsos MediaCT’s Gareth Deere unveils some interesting insights from a recent mobile media consumption trial: “These initial findings provide some interesting direction for those looking to engage smartphone users with advertising and marketing communications on their mobile device”…

During the summer of 2010 Ipsos MediaCT piloted a technology solution powered by Zokem, which enables the passive measurement of media consumption and other contextual behaviours directly on the mobile phone.

The current industry standard for mobile audience measurement is to fuse census level network centric log file data with panel based demographics to provide a currency for mobile media. This approach has its limitations as it only accurately measures web site usage data, which passes across the gateways and switches of cellular networks.

Usage of web browsing via WiFi, native platform and add-on applications, content consumption (offline music, Internet radios, Youtube), broadcasting (mobile TV, FM radio),and device feature usage (camera, app stores, GPS) on a mobile device or time shifted mobile media consumption cannot be covered by this approach. A user-centric approach is one way to address these issues and it allows us to measure all media consumed via a mobile, linked to context such as location.

Hannu Verkasalo, founder of Zokem, commented: “While there are a number of solutions trying to capture mobile web usage, we have seen in our 360-degree studies there is an enormous growth in mobile app usage, not to mention new ways of consuming music, video and other content with mobiles.”

The trial, conducted over 6 weeks during July and August this year, involved recruiting 120 smartphone users from the Ipsos UK online panel, who installed and activated the technology in the form of a mobile application on their mobile phone. Data was collected passively and non-intrusively. The trial was conducted with users of Symbian (Nokia) (73 users), Blackberry (19) and Android (28) smartphones. 93% of those that took part in the trial and completed the follow up survey stated they would be likely to participate again if asked.

Ahead of the MRG conference in Malta later this year, here are some of the themes that emerged:

• Multiple smartphone services and applications receive substantial face time. In terms of reach measured by number of unique monthly users, voice calling, and SMS were used by as many users as web browsing. However, in terms of frequency, or number of user sessions per user, instant messaging applications received the highest number of user sessions per week (even though the number of users was lower), followed by email, and social networking.

• Preinstalled standard smartphone applications and services are used more frequently with the exception of Facebook. In our study the top 10 mobile services used were SMS, contacts, voice, web browsing, email, the clock app, call log functions, camera, and calendar followed by Facebook.

• Once installed applications around messaging have the highest daily engagement. While standard smartphone applications and services are the most widely used, various add-on (not part of the operating system) applications, when installed, are the most frequently used on a daily basis. Looking at user sessions measured by average minutes per user per day, Blackberry Messenger, Twitter, Whatsapp messenger app, email and HandcentSMS received the highest usage figures.

• There are significant differences between mobile operating systems. Android users are twice as active with web browsing compared to Nokia users, while map and navigation functions are used about the same amount by each user, namely 3 minutes per user per day by Android users and 2 minutes per user per day by Nokia users.

These initial findings provide some interesting direction for those looking to engage smartphone users with advertising and marketing communications on their mobile device. Some of the implications of these findings for advertisers include:

• There are a number of smartphone services and applications that can be used to reach a substantial proportion of smartphone users.

• It’s not only about add-on applications, e.g. the clock on the phone and contacts, are used more frequently than Facebook.

• Advertising linked to messaging applications would appear to capture users when they are most engaged.

• Media planning decisions should take into account the operating system being used as there are significant differences between them.

Click here to download the ‘usage of different applications and services on smartphones’ trial results.

Gareth will be speaking at this year’s MRG conference in Malta from 3rd to 6th November. Click here for more information or to book your ticket.