Dialing up Mobile Research with Behavioral Data

Roddy KnowlesSr. Delivery Manager, Mobile Research Expert

Dialing up Mobile Research with Behavioral Data

2

Smartphones Are Used Everywhere

3

Can This Be Dangerous?

4

Mobile Screen Time Continues To Rise

5

What Is Meant By “Mobile” Today?Which devices?

6

Male Female Less than $25K

$25K - $49K

$50K - $74K

$75K - $99K

$100K - $149K

$150K - $199K

$200K+

49% 51%

25% 25%

18%

12% 12%

4% 4%

50% 50%

17%20%

23%

14% 15%

6% 5%

Census Mobile

BrandGender Income

Male Female < $25K$25K - $49K

$50K - $74K

$75K - $99K

$100K - $149K

$150K - $199K

$200K+

Android 57% 39%   53% 56% 48% 37% 44% 23% 24%

iPhone 33% 50%   32% 37% 43% 50% 44% 63% 70%

Blackberry 3% 3%   1% 3% 4% 4% 4% 8% 4%

Windows 3% 2%   2% 3% 1% 4% 4% 2% -

Other 5% 7%   12% 3% 4% 5% 4% 4% 3%

US Census vs. Mobile and Brand Demos

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US Census vs. Mobile and Brand Demos

18 - 24 25 - 34 35 - 44 45 - 54 55+ Hispanic Caucasian Black Asian Other

13%18% 18% 19%

33%

16%

72%

13%

5%9%

13%18% 19% 20%

29%

15%

73%

15%

6% 6%

Census Mobile

BrandAge Ethnicity

18-24 25-34 35-44 45-54 55+ Hispanic Caucasian Black Asian Other

Android 51% 54% 54% 45% 40%   59% 42% 57% 53% 74%

iPhone 43% 42% 36% 39% 45%   28% 47% 30% 35% 19%

Blackberry 2% 1% 2% 5% 5%   5% 3% 8% - 2%

Windows 2% 2% 4% 4% 0%   3% 2% 2% 8% 2%

Other 2% 1% 5% 7% 9%   6% 7% 4% 4% 3%

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What Is Captured

Location: GPSApps: usage Phone calls: incoming, outgoing, missed, duration Text/SMS Messages: sent, received Email: sent, received Web: URL/websites visitedCamera: usage

Primary Mobile Platforms2

7 Types of Data Collected Passively

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What Can Be Done With…

Location Data (GPS)

Considerations• Not everyone is trackable

• GPS accuracy: Satellite vs. Network

• Type and frequency of communication

Target and push surveys

Derive location type (e.g. home, work)

Filter behavioral data by location

Advanced analytics

Not everyone is trackable

Type and frequency of communication and fencing

Considerations(GPS)

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What Can Be Done With…

App Data

Considerations• Not everyone is trackable

• GPS accuracy: Satellite vs. Network

• Type and frequency of communication

Survey targeting based on usage

Measure “stickiness”

Slice and dice

Foreground or background usage - passive or “active”

Data structure and size

Considerations(GPS)

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What Can Be Done With…

Web/URL Data

Considerations• Not everyone is trackable

• GPS accuracy: Satellite vs. Network

• Type and frequency of communication

Track websites/URLs visited

Aggregate – top sites by domain/property, category

Compare website usage vs. app usage

What is and isn’t captured

How much granularity is needed

Considerations(GPS)

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What Can Be Done With…Text, Music, Email, Camera

Data

Considerations• Not everyone is trackable

• GPS accuracy: Satellite vs. Network

• Type and frequency of communication

Track ingoing and outgoing communications

Log Camera usage

Capture specific details of music played

Music listening varies by platform

Boolean capture

When content is important, ask

Considerations(GPS)

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What This Means for Research

Behavioral data stands alone… or hand in hand with other data points

On its own/ Aggregated

• Key indicators and measures

• Trend spotting

Sliced and diced

• Place and time

• Demographics

• Attitudes and behaviors

Combined with survey data

• Stated vs. actual

• Trust but verify

• Understand the “why”

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Aggregated Behavioral DataTop Level Report on User Activity

December 2013 Summary Report of US Mobile Users

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Website VisitationDecember, 2013

Top 10 Websites with the Most Unique Visits

1. google.com

2. facebook.com

3. amazon.com

4. yahoo.com

5. wikipedia.org

6. youtube.com

7. ebay.com

8. espn.go.com

9. accuweather.com

10. walmart.com

Top 10 Most Visited Websites

1. google.com

2. facebook.com

3. amazon.com

4. wikipedia.org

5. youtube.com

6. walmart.com

7. ebay.com

8. answers.yahoo.com

9. twitter.com

10. ups.com

Designates website ranks in top 10 for most visits and unique visits.

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App UsageDecember, 2013

29Average

Number of Apps Used

Per Day

Top 8 App Categories Used

Communications 160%

Social Media 155%

Email 124%

App Stores 100%

Music 80%

Streaming Video 76%

Mapping & Nav. 70%

Shopping 42%

% Reach

4App

Categories w/ 100%+

Reach

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App and Web UsageDecember 2013

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Behavioral & Survey Data CombinedIn-store Phone Usage

Grocery shoppers’ phone usage was captured, verified, and contextualized.

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Shopper Profile

Stop & Shop – March

28, 2013

Female, 38,

Married

Phone, Email,

Retailer App

$96

Stock Up Trip, 46-60

Minutes

Suzy Shopper

Coupon Used

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App UsageStated and Actual

Series1

31%

24%

13% 12%

5%

25%21%

16%14%

11%

Stated Actual

Types of Apps Used

Text/SMS GamesShopping/Retail

Phone Social

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App UsageWhat & Why

46% Call about a purchase

39%

Message about a purchase

What did you buy?

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Shopping List

83%

App UsageWhat & Why

45%

41%

Coupon

Compare Prices

2323

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Thank you!

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Roddy Knowlesroknowles@researchnow.com