Activating Apps in Market Research (MRMW Asia 2013)

Adrian Tan K L
30th January 2013
ACTIVATING APPS IN
MARKET RESEARCH
TO GROW BRANDS & BUSINESSES

ABOUT ME
Created on www.wordle.net

Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3
LET’S TALK ABOUT …
Smartphone Revolution – so what?
Measuring your consumers’ BEHAVIOUR
Capitalizing on their CONSUMPTION
3

4
ASIA IS GETTING ‘SMARTER’
Smartphones outnumber Non-Smartphones in a number of APAC markets
Source: Nielsen Smartphone Insights
72 67 59 58 51
30 28 27 25 19
10
28 33 41 42 49
70 72 73 75 81
90
Singapore Korea China Hong
Kong
Taiwan Vietnam Malaysia Thailand PhilippinesIndonesia India
% Feature
Phone Users
% Smartphone
Users
68 97 61 82 73 38 46 20 40 15 14
% Android or
iOS users
Handset Types among Mobile Users (16-64 yrs)

5
MOBILE APPS CONTINUE TO TRUMP THE INTERNET
Source: Nielsen Smartphone Analytics 2012 & 2011
Source: Nielsen Smartphone Analytics
Time Share shows a significant shift in favor of apps
73% 82%
28%
18%
June 11 June 1220122011
Time Spent on Apps vs Mobile Web (USA)
Web
Apps

6
CONSUMERS ARE DRIVING APPS MAINSTREAM
Source: Nielsen Smartphone Analytics 2012 & 2011
Instagram added 13m
users in the past year and
has grown 270% in the
past 3 months
In the past year,
Amazon Mobile: +8m
users
Amazon App Store: +6m
eBay: +5m
59%
84%
85%
89%
90%
98%
105%
116%
123%
Social Networking
Total Mobile Universe
Entertainment
Commerce & Shopping
News & Information
Communication
Finance
Travel
Photography
Source: Nielsen Smartphone Analytics
Growth (‘12 vs ‘11) of Mobile App Unique Audience (USA)
Android & iOS

7
APPS ARE ACCELERATING CONSUMERS ALONG
THE PATH TO PURCHASE
Searching for/using
online coupons
Comparing prices
online while shopping
in a store
Scanning a barcode
to compare
prices/product info
Paying for goods
and/or services at
POS at a merchant
Discovery
Purchase
33% 37%
Browsing products
through mobile web or
apps
42% 33%
26% 18%
15% 22%
7% 9%
Purchasing products
through mobile sites
or apps
24% 22%
Women
Men
Source: Nielsen Mobile Insights

8
WHERE’S THE MONEY?

99
FORWARD-THINKING MARKETERS EMBRACE
MOBILE TO DIFFERENTIATE
Drive Brand Awareness Grow Brand Connection Be Present in the
Customer Journey
CONSIDER THESE OPPORTUNITIES…..
Use mobile to ENHANCE today’s insights?
Apps are great, but where’s the money?
A CURRENCY for mobile usage?

10
YOUR GAME CHANGER: MOBILE APPS RESEARCH
NIELSEN
INFORMATE
MOBILE INSIGHTS
NIELSEN MOBILE
SCAN
10

12
THESE 32
IMPULSE CATEGORIES
FOR PURCHASES
Alcoholic Beverages
Confectionery & Snacks
Instant Beverages
Foods & Desserts
Ready-to-drink
Beverages
Beer, whisky, and wine
Biscuit, candy, chocolate, cough
lozenges, gum, ice cream, mouth
freshener, preserved fruit, seasoned
seaweed, seed, and snacks
Cake, cup yogurt, foods and desserts, instant
noodle, RTE bakery, RTE processed food, rice
porridge & soup.
Instant coffee, tea, and tonic food drinks
Drinking water, fruit juice, functional drink, liquid
milk, other beverages, RTD tea & coffee, soft
drinks, sport drinks
HOW DO I TRACK
OUT-OF-HOME

13
Consumer Panel
• In home barcode
scanner
• Tracks over 300K
SKUs
• Captures
date, time, basket
size & promotion
HOMESCAN VS MOBILESCAN
HomeScan MobileScan
• Similar tracking but
using mobile
• Covers impulse
purchases

14
Implications on Retail strategy for Planned vs. Impulse purchases.
2/3 of OOH grocery spend is on non-barcoded, heavy on Foods & Desserts
1/3 of purchases were done in Convenience Stores
1 WHAT ARE CONSUMERS BUYING AND WHERE
4
31
2
9
54
% Share of Wallet
Alcoholic
Beverages
Ready-to-Drink
Beverages
Instant Beverages
Confectionery &
Snacks
Foods & Desserts
Sample
Data
15%
33%
31%
6%
3%
0%
12%
Hyper/Supermarkets
Convenience Stores
Restaurant & Food Shops
Coffee & Bakery Shops & Ice Cream
Parlor & Internet Shops
Personal Care/Pharmacy/Drug Stores
Others e.g. Bar & Night Club, Hotel,
etc.
Traditional Retail Outlets
% Share of Location
Convenience Stores
Source: Nielsen MobileScan

15
Fruit Juice had low OOH penetration among Lower Income & Young Adults
2 WHO IS BUYING YOUR BRAND AND CATEGORY
% purchase penetration by demo
12 weeks ending Aug 12
Implications OOH advertising campaign strategy for specific target groups

16
3 WHAT’S IN, WHAT’S OUT?
Focus on OOH ads for categories with heavier OOH consumption.
% of consumption taking place Out-of-Home
Heavy OOH
Above 80%
Energy Drink (96%) RTD Tea & Coffee (89%) Chocolate (81%)
Medium OOH
61-80%
Low OOH
60% & less
Pasteurized Milk (67%) Fruit Juice (66%) Biscuits (65%)
UHT Yogurt (57%) Instant Coffee(44%) UHT Milk (65%)

18
TOTAL ACTIVE TIME
(Phone in use, both online & offline) Minutes per day
Source: Nielsen Informate Mobile Insights, India panel
157
HOW INDIAN CONSUMERS USE THEIR
SMARTPHONES
Call
16mins
10%
Chat
10mins
6%
Connectivity
1min
1%
Email
2mins
1%
Messaging
14mins
9%
Communication
Games
7mins
5%
Multimedia
33mins
21%
Entertainment Browsing
Phone
Navigation
6mins
4%
Security
1 min
1%
Phone
Management
Office
Packages
1mins
1%
Utility
21mins
13%
Application
43 mins
27%
40 mins
25%
43 mins
27%
8 mins
5%
24 mins
15%
Phone
Features
2mins
1%

1919
UNPARRALLELED SMARTPHONE METERING
CAPABILITY
On-Device Meter 24/7 Accurate
GENERATING INSIGHTS SINCE 2009

20
27
46 45
15 6
43
45
18
45
18
30
38
36
27
8
57
23 59
27
65
Overall Android BlackBerry Symbian Windows Mobile
Online Browsing
Online Apps
Calls & Messaging
Offline
Minutes
Total Time
(mins) 157 193 122 145 59
ONLINE APPS ARE A MEANS TO REACH
INDIAN ANDROID & SYMBIAN USERS
Smartphone Usage by OS
Time spent per day (min)

21
Day starts
5:29 am with
Browser
Day ends
11.12pm with
Incoming Call
Usage in
period
0.75 hrs 1.5 hrs 0.5 hr 1 hrs 2 hrs
5-8 am 8-12 noon 12-4 pm 4-8 pm 8-12 midnight
Baby GO! Baby GO!
Bejeweled Twist
Blocked Traffic Free
Browser Browser Browser Browser Browser
Call Call
Camera
Connect Four Connect Four
Daily Horoscope
Messages Messages Messages Messages Messages
Blackberry Media Player
Voice Dialer
Video Recorder
1 KNOW WHEN TO SPEAK TO YOUR CUSTOMERS
USER PROFILE
Age 36
Gender F
Income 35-59K
Region Mumbai
Device BB Torch 8900

22
Promote products via streaming video websites or Invest in YouTube video
strategy
1 in 3 people access Video Streaming content and 1 in 4 access
Mobile TV content
2 FIND A NEW WAY TO REACH YOUR CUSTOMERS

23
Understand which app to advertise on or create content for
nexGTV app users spend almost 5 minutes a day on the app which is far higher
as compared to the users of any other TV app
3 NOT ALL APPS ARE EQUAL - REACH & USAGE

24
TOP MOVING APPS June Sept Nov
Android market 82 92 95
Facebook app 55 69 66
Google Search by voice
app 31 42 47
Talking Tom Cat app 19 30 28
Live wallPaper app 21 21 25
Saavn Music app 16 20 30
Google+ app - 12 10
News Hunt 15 8 10
TOP MOVING APPS June Sept Nov
Facebook app 68 76 71
Google Search by voice
app 30 38 41
Talking Tom Cat app 18 28 25
Skitch app - 0 10
Google+ app - 12 10
Layar Reality Browser 16 10 10
Twitter App 12 12 9
P
P
Promote products on “Saavn” and “Skitch’ apps. Exclusive tie up with winning
apps.
Top moving App on Android in the last 3 months ‘Saavn’ and ‘Skitch’
4 CATCH ‘WINNERS’ EARLY

2525
LEARNINGS
IT’S NOT JUST THE APPS
IT’S THE PANELS
1+1 is >2
INTEGRATION IS KEY
LEVERAGING THE DATA:
AN (UN)EXPECTED JOURNEY
BEYOND THE COMFORT ZONE:
BELIEVE IN FUSION

26
CAPITALIZE ON THE MAGIC OF MOBILE TO GET EVEN
CLOSER TO CONSUMERS
• WHAT CONSUMERS DO: Unlocking more of the customer journey
• WHAT THEY WATCH: Harmonization of cross-platform
measurement
• WHAT THEY BUY: In home & Out of Home Purchases

27
Thank you
Adrian Tan
Email: adrian.tan@nielsen.com
Twitter: AdrianTanKL

Activating Apps in Market Research (MRMW Asia 2013)

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