We use an application that runs in the background of smartphones and tablets to capture full mobile usage data and behavior patterns. This application will be installed for 4 weeks on ~1200 panelists' devices. The study will provide insights into mobile usage segmented by demographics, network, device, location and more. Reports will include public, standard and exclusive customized sections to suit multiple client needs. Continuous monitoring will allow quarterly tracking of mobile trends.

1. Mobile 360
360°view on mobile consumer behaviour

2. Index
1. Introduction p. 3 Mobile 360
360 Degree View of Mobile
2. The rise of mobile! p. 5 Consumer Behaviour
3. Our approach p. 14
TNS
Author
Remy Bleijendaal
| © TNS

3. Introduction
Mobile 360

4. Introduction
Dear,
We would like to thank you for your interest in the first Mobile 360 study in the Netherlands!
Consumers use the internet via their mobile phone or tablet increasingly more often. It is to be
expected that in 2015, more people use the internet via mobile devices than via a desktop computer
(globally). That is why mobile services, developing apps and location based applications, investigating
the possibilities of mobile advertising and more have become the focus of many companies.
In the past few months, we discussed these developments and our latest mobile research innovation:
Mobile 360. We have told you that we have an application at our disposal that can be installed on
smartphones and tablets, and registers how consumers use these devices. With this study, we want
to offer you insight into a full picture of how people use their mobile devices and tablets, in order to
support companies in developing mobile innovations that can be very successful.
We are glad that we are given the opportunity to set up this innovative
study with you, and have enjoyed working on this proposal.
Kind regards,
Remy Bleijendaal

5. The rise of mobile!
Mobile 360

6. Motivation and background - Mobile is the next mass medium!
There are more than 5B mobile phones and nearly 0.6B
smartphones in the global market. People use the mobile
phones increasingly more often to access content, conduct
business, enjoy entertainment, play games, shop online,
connect with friends –all this adding to the legacy voice and
text messaging services.
Several forces drive the potential of mobile consumer engagement:
• Penetration and Low Cost: Half 2010, there were 5 billion active
mobile phones globally
• Place: Location Based Services are taking off
• Viral: Ease of Viral distribution + influence
• Technology: Increasing bandwidth enables richer experiences
• Usability: Improved handsets result in greater options
• Apps: Increasing supply of services and apps provide more use
cases, content, productivity, and entertainment to users

7. Earlier research by TNS on consumers and their mobile device: Mobile Life
TNS has done a lot of
research on the relation
between consumers and their
mobile device.
One major example, which we
are proud of and known for, is
Mobile Life
(www.discovermobilelife.com).
It told us that mobile is the
world’s must have device,
expectations of the tablet are
huge and increase of the
handset quality and availabilty
of 3G networks drives usage
of tons of mobile services.

8. Mobiles are the world’s must-have device…
I got one,
but I want a
better / faster
/ cooler /
newer one
Likely to buy
Current ownership

9. …and the Netherlands is no exception!
I got to get
me one of
these
Likely to buy
Replacement
is postponed
for now
Current ownership

10. Tablets have created a positive response in the Netherlands with
high intention to purchase
Current ownership and intended purchase of a tablet (%)

11. PC still remains the preferred device for the Dutch for the majority of
activities, however tablets are making inroads across a range of tasks
Preferred devices for activities
Prefer PC Prefer Mobile Prefer Tablet

12. Connectivity enhancing features are expected to record healthy
growth
Feature prioritisation
Size of bubble = Current usage level
Internet
Calendar
3G Email
Frequency of use
SMS WiFi
IM
MP3 Microsoft Video calling
Bluetooth Office
PC Sync GPS
Radio
Still camera Games TV / Video
Video camera MMS
Growth potential

13. Motivation and background – The future of digital is mobile!
Mobile Life has convinced us that the future of mobile marketing is bright.
This is why TNS decided to launch Mobile 360 in order to provide the market with reliable
and detailed market information on smartphone owners’ usages.
Not by asking people questions (the traditional way of doing market research, like in
Mobile Life), but by measuring actual behaviour.
Via an application, we are now able to measure holistic statistics on smartphone usage.
All Operating Systems are covered by Mobile 360:
• iOS – iPhone 3GS or 4, iPad 1 and 2
• Blackberry version 4.7 or more
• Android version 2.1 or more
• Symbian
• Windows Mobile 6.0 to date (version 7 when released in Fall)

14. Our approach
Mobile 360

15. How is M360 deployed in three sentences?
We use an application that runs on
the background of smartphones and
tablets, capturing full mobile phone
usage and people’s life patterns –
always and everywhere.
We install this application for four
weeks on smartphones and iPads of
approximately 1200 respondents from
our panel: TNS NIPObase.
This way, we are able to connect
mobile usage with user information
(from our panel) and ask them
additional questions.

16. Mobile 360 Overview

17. Indicators which will be continuously monitored

18. Sample
We install this application for four weeks on smartphones of approximately 1.000
respondents from our panel: TNS NIPObase.
Panelstructure will be controlled on gender, age, mobile operator and operating
system.
Furthermore, we will track usage of approximately 200
iPads from respondents from our panel.

19. How are we going to work with multiple clients?
As you all know, we are going to conduct this study with multiple clients, who all have
their own interests and research questions.
Some clients want to conduct this study for internal use only. But there are also clients
who want to use his study externally and use it to push the market towards mobile.
Therefore this study will consist of the three parts:
• Public report: information that will be made public
• Standard report: information that will be available only to the participants integrated
with the public report
• Exclusive report: information that will be available only to individual clients integrated
with the standard report

20. Mobile 360 Report – Part I: public report
The report that will be open for the public will be
presented by TNS and the participants on blogs
and seminars.
The following questions will be answered in the
public report:
• What are the profiles of people using mobile
internet (age, sex, social class, purchaser etc.)?
• Which sites and applications do consumers use?
What is the reach of mobile websites and
applications?
• How do consumers use their smartphones
(voice, text messages, application, browser,
calendar, music, video etc.)?
• How do consumers use their iPads?
(applications, browser, calendar, music, video
etc.)

21. Mobile 360 Report – Part II: Standard report
The second part of the report will only be open to the participants of this study
and will be integrated with the first part of the study.
The following topics will be delivered in this report:
• 3G vs. WIFI (smartphones and iPad)
• How does mobile behaviour differ on 3G vs. WIFI (voice, text messages,
applications, browser etc. differ)? How much data is used on 3G and WIFI?
• Android vs. iOS vs. Symbian vs. Windows Mobile vs. RIM (smartphones)
• How does mobile behaviour and data usage differ per OS (Android, IOS
etc,)?
• Usage at home vs. outside the home (smartphones and iPad)
• How does mobile behaviour (voice, text messages, applications, browser
etc.) differ at home and outside the home?
• Usage at home vs. outside the home (smartphones and iPad)
• How does mobile behaviour (voice, text messages, applications, browser
etc.) differ at home and outside the home?
• Segmentation based on mobile behaviour and user profiles (smartphones)
• How can we segment mobile consumers based on different kind of mobile
behaviour (voice, text messages, browser, calendar, applications: news,
games, social network, information, weather etc.)?
This report will be delivered in PPT and will contain approximately 50-60 slides.

22. Mobile 360 Report – Part II: Standard report (II)
Besides a report in PPT, all
the participants will gain
access to an interactive
dashboard (access will be
for one year).
In this dashboard, the
mobile reach of applications
and websites can be split
into different kind of profiles
(age, sex, social class,
purchaser and +/- 10
socialdemo’s from our
panel) and each kind of OS
(Android, iOS etc.) and
device (smartphones vs.
iPad).
Information will be available
on how long (duration) and
frequent consumers use
different kind of applications
and websites.

23. Mobile 360 Report – Part III: Exclusive report
Besides continuous
measurement of mobile
behaviour, we will enrich this
information by doing an
additional online questionnaire.
Each participant can add a
limited number of questions
into this questionnaire.
We can obtain a minimal N of
800 (responsrate +/-70%)
The combined analysis will be
reported in the third part of the
report and will be exclusive for
each individual clients.

24. Future plans
Developing quarterly/yearly reports on the ‘state of play’ in the
mobile world.
Development of a monthly monitor of Mobile Audience, for the
promotion of mobile advertising.

25. drs. Remy Bleijendaal
Digital Consultant
T +31 20 5225 419
M +31 63957 0669
E remy.bleijendaal@tns.nipo.com
Find me @ LinkedIn FrankWatching Twitter