Last year’s World Cup was the setting for this study on measurement engagement, media consumption and brand purchasing / awareness. Learn about the benefits of mobile ethnography data; a longitudinal study on response rates and data quality throughout the tournament; and the challenges encountered with respect to media measurement in an era of on-the-go mobility.

1. Using Mobile Digital Ethnography to
Measure the 2010 World Cup
Justin T. Bailey, The Nielsen Company Sean Conry, Techneos
E. Nicole Bensky
Lorelle Vanno
Karen Benezra
Hala Makowska
Michael Link

2. The Evolution of Survey
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup

3. Surveying With Smartphones
• Advantages
– In-the-moment data collection –
eliminates recall bias
– On-the-go data collection – increases
survey coverage area
• Disadvantages
– Mobile device = shorter attention span
(Callegaro, 2010)
• More break-offs than online
– Face obstacle of coverage error
• Difficult to reach populations without
smartphones
To optimize response, use short, spontaneous surveys 3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

4. Nielsen’s Smartphone Past – Case Study
• Initial test of digital ethnography
methodology (Lai et al., 2009)
–10 day-panel measuring media
consumption
• Insightful qualitative interviews
–High compliance
–Alarms/reminders too loud and annoying
–Question formatting is important
–Anticipation bias: huge factor
–Phones could serve as incentive
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5. Smartphones in South Africa
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6. Smartphones in South Africa
• Smartphone penetration low in Africa
–Compared to other areas:
• Mobile Internet penetration is low
• Device Cost is high
• Service Cost is high
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7. Smartphones in South Africa
• Recent surge in mobile
penetration
–Lower cost phones
recently introduced
–60% of mobile users
have WAP enabled
phones (source: Yonder
Mobile Media)
Bottom Line: South Africa provided a new, unexplored space to
test smartphone surveys
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8. Measuring the World Cup
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup

9. Measuring the World Cup - Objectives
• Assess the engagement and excitement
• Measure real-time effects of advertising
• Measure out-of-home viewing
• “Tell a story” about experiencing the World Cup
• Improve previous Nielsen digital ethnography methodology
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10. Measuring the World Cup - Methodology
• 428 Blackberry Curves
• 4 cities; 4 languages
• 35 Days of the World Cup
• 5 Surveys a day; 3-5 min
• In-the-moment and
retrospective
• Varied questions per
day/daypart
• Randomized alarming
• Photos and captions
• Field Staff support
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11. Compliance Results – Success!
• 84% of all surveys were completed
• No “fatigue factor” over time
• 61% were completed in less than 10 min
• 71% took pictures with captions
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12. Engagement and Excitement Life360
What type of TV programming did you watch?
WORLD CUP 56%
Drama / Soap 39%
News 34%
Reality 16%
Sports 15% What programming did you listen to on the radio?
Sitcom 9% Music 35%
Other 19% News 23%
Talk-show 19%
WORLD CUP 9%
Typically Soap Operas and Drama’s attract the
biggest audiences in South Africa. These Sports 4%
genres were surpassed by the viewership of Other 6%
the World Cup content during the tournament.
11 June – 11 July Source: Nielsen Life360 South Africa
* excluding days without games Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
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13. Watching the World Cup Out of Home Life360
Daily World Cup Coverage (%)
80%
In-Home
Out of Home
58%
60% 56% 56%
54% 53%
51% 50% 52% 52% 50% 51% 52%
50% 50% 51% 51%
50%
49% 48% 49%
48% 47% 48%
43% 44%
40%
39% 2nd match was on the public
holiday and started at 20:30
28% 28%
20% 23%
20% 21% 20% 20% 18%
20% 19%
18% 18%
16% 15% 14% 15%
14% 12% 13%
12% 11% 11%
9%
7%
0%
11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 2 3 6 7 10 11
June | July
According to Nielsen Life360, an average of 18% of adults (16+) in South
Africa watched the World Cup on TV out-of-home with peaks on 11th and
22nd of June when their home team played against Mexico and France.
Source: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+)
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14. Watching the World Cup Out of Home Life360
TV in Home 70%
46%
TV Out of Home 28%
18%
19%
Guests
11%
4.1%
Bar / Pub / Shebeen
3.1%
4.0%
Workplace
2.3%
Total Audience (%)
1.4%
Fan Park World Cup Audience (%)
1.4%
11 June – 11 July Source: Nielsen Life360 South Africa
* excluding days without games Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
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15. World Cup Sponsors Life360
What brands stood out to you today? What ads have you noticed following sports today?
Coca-Cola 18% Drinks / Beverages / Beer 40%
MTN 16% Cell phone / Network 33%
Adidas 9% Sports Wear / Equipment 25%
Sony 5% Food / Restaurants 23%
McDonalds 4%
Banking / Financial Services 21%
Nike 4%
Cars / Car Products 20%
Visa 3%
Electronics 12%
Hyundai 3%
Airlines 11%
Kia Motors 3%
Other 10%
Fly Emirates 2%
FIFA 2% Unprompted Don’t Remember 9% Prompted
Source: Nielsen Life360 South Africa
11 June – 11 July Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
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16. Purchasing Behavior – Food & Drink
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17. Life360 Reports in RatingPoint
During the World Cup,
RatingPoint was available
online providing clients with:
Unique possibility to track daily
the Life360 results
(only with 2 days lag)
Graphical and tabular
representation of the results
according to selected targets,
variables and dayparts
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18. A Glimpse Of Our Panelists –
What you focused on right now?
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22. Conclusions
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23. Conclusions
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24. Next Steps
• 2012 Olympics – London
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25. Next Steps
2012 Olympics – London
• Geofencing & Breadcrumbing
• Barcodes
• Video component
• Development of standards
– Incentive: Phone or Cash
– Supplied vs. Owned Device
– Interview Length
– Panel Length
– Surveys per day
– Wider randomization to overcome anticipation bias
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