Measuring Digital Consumer Journeys
dh
GfK. Growth from Knowledge.
GfK NIS Network Intelligence Solution M-Days 2012, Frankfurt
GfK Consumer Tracking Stefan Knecht
GfK Audience Measurement
GfK nurago Innovation Centre

Connected mobile devices proliferate
faster than any media before.

Mobile usage takes a growing
chunk of the media cake.
http://bit.ly/zDIo0I Dassis Dreamworld

Mobile Accelerated from a Technophile Niche into
Global Mainstream:
2010/2011: 2015/2016 forecast:
§ 5b+ global mobile subscribers • Nearly one mobile device per capita
§ 25-30% of total users in mature • Mobile-only population will outgrow
markets are mobile landline population
§ 50% of U.S. adults on smartphones • More people will have mobile phones
§ 4Q2010: global shipments of than access to electricity
smartphones + tablets > desktops • Smartphone growth will outpace the
+ notebooks overall mobile phone market 4:1
§ U.S. mobile ad spending has • Mobile advertising will equal total
topped 1b USD in 2011 online ad spending

»Mobile is the fastest growing technology
market ever – surpassing PCs in sales and
in terms of internet usage penetration
across all ages and incomes.«

visual: habits and touchpoints
Mobile Devices Integrate and
Replace Touchpoints

visual: cutting the cord: landline decline
Mobile Devices become the
remote control of our lifes.

At home, tablet usage
and TV is a sociable fit.
Kelly Mark, "The Kiss" (2007)
http://kellymark.com/TheKiss.html

visual:
ad$ follow eyeballs
Advertising follows
attention.

Understanding mobile usage and
behaviour is crucial to adapt
changing consumer habits.
Cake artist Lily Vanilli

visual: car + connected devices
There are many more connected, mobile
devices and touchpoints to come.
illustration see slideshare: pragmatic design slides

visual: Perfect Storm
Mobile is huge
and it will grow on.
For Market Research, it‘s the
Perfect Storm with new challenges …
Sean R Heavey

Monetizing Mobile requires neutral, unbiased measurements
As Ad Spend Shifts to Mobile → Reliable Metrics are Indispensable
Mobile advertising can’t, and won’t grow if the mobile analytic tools
cannot provide the information marketers require.
Inspired by an Original Illustration by comScore, Jeremy Copp

Mobile Measurement takes up Momentum.

visual: golden bullet
Complexity of media fragmentation
and mobile needs a new type of
multidimensional research.
http://bit.ly/zZmfA5

GfK NIS and nurago
Network-centered measuring User-centered metering
GfK Network Intelligence Solution’s GfK nurago‘s LEOtrace® technology
methodology transfers anonymised, real- measures and tracks individual user
time IP traffic into fine-grained metrics to behaviour and application usage
understand cross media and long tail on-device within controlled consumer
consumer behaviour in motion. panels.
§ Understanding the long tail of Mobile: § Holistic Measurement in smaller samples
5+ million unique users § Events and data points measured at the point of
§ New and Tested in 7 countries, 8 operators origin: Web and App Usage, Communication,
§ Enriched with Demographics, Geographics, Location
Device Features, and Content Categorisation § Enriched with purchase information, attitudinal
§ Consumer privacy proof user feedbacks – and other media usage.

Measuring Digital Consumer Journeys
NIS
ConnectedLife.dx Network Intelligence Solution
• Cross-platform, online/mobile • Insights across the long tail of mobile usage
• Online usage and attitude research • Starting 2012 in Germany and other
• Study running in UK, US, Germany countries
and China
dh
MEP
Media Efficiency Panel
• Understanding cross-media usage
and efficiency: online/mobile, TV and purchase information
• Pilot running in Germany

Change: Cross-Platform Usage of Online
Incremental Uplift through Mobile Usage.
98% Mobile
Desktop and Mobile
26% 79% Desktop
19% 60%
60%
5%
16%
14%
65% 37% 12%
72%
60% 56%
42% 44%
33%
23%
7%
Desktop Desktop Desktop Desktop Desktop Desktop Desktop Desktop
Usage + Mobile Usage + Mobile Usage + Mobile Usage + Mobile
Google Facebook Amazon YouTube
Source: GfK Media Efficiency Panel Germany
Results from Pilot Phase – Android only, small sample size!

Change: 3 Screen-Usage
Usage of desktop, mobile and TV peaks in evening
hours, pattern suggests parallel usage of mobile devices
during TV consumption.
2,00
Index (daily average = 1)
Mobile Usage
1,500 Index on PIs/Logs
Desktop Usage
1,00
Index on PIs
,500 TV Usage
Index on audience
,00
04:00-05:5
9 a.m.
06:00-07:5
9 a.m.
08:00-09:5
9 a.m.
10:00-11:5
9 a.m.
12:00-01:5
9 p.m.
02:00-03:5
9 p.m.
04:00-05:5
9 p.m.
06:00-07:5
9 p.m.
08:00-09:5
9 p.m.
10:00-11:5
9 p.m.
12:00-01:5
9 a.m.
02:00-03:5
9 a.m.
Base: Mobile Usage N=43; Desktop Usage N=19.253; TV Usage N=12.448 (weighted)
Source: GfK Media Efficiency Panel Germany
Results from Pilot Phase – small sample size!

Change: Peter misses TV advertising…
Peter watches TV
... starts searching »sacrilege« Peter is hinted that a same genre
background context movie runs on another channel
»Camerlengo«
»Echelon Conspiracy«
»DaVinci Code«
»Illuminati« Peter tweets and connects
»conclave«
his friends to join the movie
Source: GfK Media Efficiency Panel Germany
Results from Pilot Phase – Android only, small sample size!

Stefan
Knecht
Guillaume
Guerrin
nurago GmbH GfK Network Intelligence Solution
applied research technologies
Member of GfK
Ul. Smulikowskiego 4
Schellingstraße 35 00-389 Warszawa
80799 München Poland
Tel. +49 40 696 669 3-21 Tel. +48 22 4341 660
Mob. +49 178 542 5492 Mob. +48 505 196277
knecht@nurago.com guillaume.guerrin@gfk.com
http://www.nurago.com http://www.gfkrt.com/services/
network_intelligence_solution/index.en.html