All French mobile customers were measured as part of this ambitious collaborative project to build a coherent picture of mobile internet use across Europe. Now for the first time in France advertisers can see real, aggregated mobile audience data offering the insight they need for better planning of marketing campaigns, and, in return, inevitably accelerate sales of mobile advertising inventory. Médiamétrie will explain how they carried out this extensive study of French mobile users and what this means for mobile research as a methodology, as well as mobile advertising.

1. Measurement of Mobile
Internet audience in France
Tiphaine Goisbeault
Director of Telecom Department

2. Médiamétrie

3. Médiamétrie
the company
for measuring audiences
of audiovisual and interactive
media

4. Media measured
6 committees for
defining, orienting and approving reference measurements
Television Radio
Cinema Web
Mobile Internet Cross-Media

5. Main subsidiaries
Médiamétrie//NetRatings with Nielsen
Médiametrie-eStat
Metric Line
MarketingScan
Digitime
G.I.E. Audipub

6. Methodology of the
Mobile Internet audience
measure

7. Players at the mobile Internet Committee
CRTM
UDA et UDECAM

8. 29 Clients : a big commercial success !

9. Objectives
To have a real audience measurement on the mobile
internet and mobile marketing, to be used by media
agencies, sales houses, advertisers and publishers.
To compare the mobile performances with those
measured on the other media and on the fix Internet.

10. The measure’s field
• Internet surf on connected mobile phones
• Surf on connected apps (iPhone, Android, Windows Mobile, Symbian,…)
In • Audience realized outside by French members
• Wifi connections through a scientific modelization to be made with site-
Soon centric data : 2011
• Streaming (audio and vidéo) : 2011
• Surf on BlackBerry (all data are stored on RIM’s server)
• All equipments that are not mobile phones (tabs, MP3 players…)
• 3G keys are included in the fix internet measure (panel Mediametrie//Net
Out Ratings)
• Surf on Opera browser
• Surf on crypted sites (Https)
• MVNO (possible integration in the next months)

11. An hybrid system for an accurate figure
1- Operators logs (3G) 2- Mobile Internet
1001101010101011101 users sample
1001001011111000101
1001100101000101101
0101101111111000101 An exhaustive
0010101000101011010 + =
…
10 000 mobinauts profiled
1001101010101000111
measure
900 millions logs/day !
1- An EXHAUSTIVE 2- A REPRESENTATIVE
panel of 10 000 French last
measure of all observed
month mobinauts to obtain
connections and
profile data and have a
anonymously provided by
mediaplanning approach
the 3 French mobile phone
operators

12. Internet Mobile users sample
Sample
Reference population 10 000 : Reference population
representativeness
All French mobile Internet
users
Recruitment by phone or internet
(phone numbers random sample)
Gives profile data

13. Methodology
Exhaustive logs Sample
Matching between
collection recruitement logs and sample,
third party role
WIFI connexions in
Survey utilisation to Web sites and addition with
keep cohesion applications coding,
• Q1… statistic estimation
between logs and analysis and results
publication
(coming soon)
• Q2… sample results
3G
• etc.. Exclusive
3G and
WIFI

14. The third party
Mission: to respect personal data
Principle
- Keynectis is the link between Mediametrie
Third party and operators
- Mediametrie can match logs and individuals
number anonymously
06.16.06.40.29
- Operators do not know individuals’’idendity
b0a2d153878939228c9dd8667
Mobile phone
Médiamétrie - No one owns complete information
operators
- This principle was introduced to « CNIL »

15. Brand-support : A new level for Mobile Internet codification
(vs web)
Parent: Groupe A
Brand: brand A Brand: brand B
Brand-Support Brand-Support Brand-Support
brand A-Site brand Mobile-App brand B-Site
Channel brand A Channel brand A
Site-section 1 Application 1
Channel brand A Channel brand A
Site-section 2 Application 2
More than
1 021 apps codified

16. Key results

17. Available KPIs
• Sites: Unique Visitors, Viewed Pages, Duration
(inactivity = 5 min without action)
• Apps: Unique Visitors, Sessions (inactivity = 5 min without
action)

18. Smartphone equipment in France
+60%
31,4%
19,8%
13 millions
Q1 2010 Q1 2011
Source : Médiamétrie – TSM/MCI – Q1 2010 / Q1 2011
Copyright Médiamétrie

19. Use of Mobile Internet in France
Last month
mobinauts
35,5%
26,1%
15,4 millions
+ 4,9 millions
10,5 millions
Q4 2008 Q4 2010
Base : All main mobile phone users
Source : Médiamétrie – TSM/MCI – Q4 2010
Copyright Médiamétrie

20. Number of connected mobile phones
24 775 000
± 57,1% of
23 165 000 mobile phone users
± 53,7% of
mobile phone users
+ 6,9 %
Q3 2010 Q4 2010
Source : Médiamétrie – Mobile Internet Audience Measure– Q3 2010 - Q4 2010
Copyright Médiamétrie

21. The applications contribution
92,4 % of mobinauts connected in at least
one site during the 4th quarter 2010. =
+6 points
37,7% of mobinauts consulted at least one in one
application during the 4th quarter 2010. quarter
Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010
Copyright Médiamétrie

22. Top by category
Portals / Search engine / Community 19 839
Telecom / Internet services 14 096
Entertainment 13 869
News 9 016
Computer science / electronics 6 180
Travel 5 958
Multi-product purchase / Offer 5 671
Corporate sites 3 780
Fashion / Home / Cooking 3 474
Family / lifestyle 3 466
Bank / Finance / Insurance 2 620
Automobile 2 080
Employment & Training 1 733
Public organization / Association 1 347
Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010
Copyright Médiamétrie

23. Top 20 - Parents
Search Rank Audience Rank Audience
engine
1. Google 10 751 463 11. Yahoo! 3 387 384
Social
community
2. Facebook 9 999 471 12. Groupe Lagardère 3 378 600
3. France Télécom Orange 9 708 960 13. Groupe TF1 2 935 642
Operator Content
s (portals 4. SFR 7 624 570 14. Groupe Figaro 2 414 302 and
and entertai
apps)
5. Bouygues Telecom 4 999 876 15. Dailymotion 2 406 444 nment
6. Apple Computer 4 914 517 16. Bertelsmann 2 339 132
Leader on 7. Microsoft 4 585 390 17. AlloCiné 2 221 182
the fix Feature
Internet 8. Groupe Pages Jaunes 4 236 792 18. Iliad 2 197 655
s and
Pure 9. Wikimedia Foundation 3 584 439 19. SNCF France 2 164 466 tools
mobil
e
10. Twitter 3 540 614 20. Benchmark Group 1 910 697
player
Source : Médiamétrie – Mobile Internet audience measure – Q4 2010
Copyright Médiamétrie

24. Top 20 - Brands
Rank Audience Rank Audience
1. Facebook 9 999 471 11. PagesJaunes 3 477 420
2. Google 9 931 964 12. Apple 3 093 810
3. Orange 9 119 391 13. Mappy 2 930 897
4. SFR 7 591 299 14. Yahoo! 2 696 792
5. YouTube 7 139 087 15. Dailymotion 2 406 444
6. Bouygues Telecom 4 990 631 16. AlloCiné 2 221 025
7. iTunes 4 686 359 17. Free 1 873 265
8. MSN/Windows Live 3 591 514 18. Leboncoin.fr 1 810 915
9. Wikipedia 3 550 595 19. Game Center 1 766 703
10. Twitter.com 3 540 609 20. L’Internaute Magazine 1 743 843
Source : Médiamétrie – Mobile Internet audience measure – Q4 2010
Copyright Médiamétrie

25. Mobinauts profile
Sex Social group
21,2%
17,4% Non working
Female
40,2% Students
30,0% Social group -
Social group +
Male
59,8%
31,4%
Source : Médiamétrie – TSM/MCI – Q4 2010
Copyright Médiamétrie

26. Comparing mobile surf social group + / students
Index based on all
mobinauts (base 100)
Social group + Students
Blogs / community sites 143
94
Entertainment 79
125
Music 147
101
TV media / radio 83
118
Online games 130
98
News 98
123
Search engine 125
108
Telephony and mobile 118
services 101
Internet tools / online 119
services 136
Videos / Cinema 122
109
Generalist portal 100
100
Source : Médiamétrie – Mobile Internet audience measure– Q4 2010
Copyright Médiamétrie

27. Comparing mobile surf smartphone / no smartphone
Non smartphone Smartphone
Internet tools / online services 660
100
Entertainment 496
100
TV media / radio 431
100
Index based on no
News 393 smartphone (base 100)
100
Videos / Cinema 325
100
Online games 264
100
Music 240
100
Search engine 239
100
Blogs / community sites 196
100
Telephony and mobile services 149
100
Generalist portal 116
100
Source : Médiamétrie – Mobile Internet audience measure– Q4 2010
Copyright Médiamétrie

28. Coming projects
Cross-media including mobile
audience : june 2011
Mediaplanning data : september
2011
Cross-media mediaplanning data :
end of 2011

29. Thank you for your attention
Tiphaine Goisbeault
tgoisbeault@mediametrie.fr