Providing a 360-degree view on the mobile medium with on-device measurements: a case study with music copyright society teosto. The goal of this ongoing study is to overcome some of the limitations of the current industry standard for mobile audience measurement and to understand how people engage with mobile media both online and offline, what services and content are consumed and where, how consumption changes based on different contexts, and how consumption changes over time.

1. ZOKEM 360° INSIGHTS™
Interpreting the Mobile Audience – Case Study from the US
Interpreting Life

2. ZOKEM VISION
Zokem uses
Measure Monitor
smartphones to
Every Day Life
open a window into
people’s daily life,
Analyze Benchmark
using passive
on-device
measurements and
Actions on-the-spot
interaction to
interpret consumer
behavior and
MOBILE MEDIA TRACKER™ mobile
Is everywhere where
consumers go
consumption
24/7

3. With Zokem You COMPLETE VIEW
Get Access to
Consumer’s
Life Patterns & Emotions
Life both Online
and Offline Mobile Internet
Media & Music
A Full 360°
View on Consumers
Device &
Technical data
Communications
24/7 Access to
People’s Context,
Behavior and Movements Applications
Opinions & Places

4. ON-DEVICE METERS: 51 OBSERVERS
DEVICE SOCIAL MEDIA
• Device features • Calls • Music
• Applications • SMS • Video
• Camera • MMS • Radio
• GPS • Email applications • Gallery
• Calendar usage • Social networking • Youtube
• Games • Webmails • Imaging
• App stores LIFE • Instant messaging • Search
• Application installations • Meetings • VoIP • Mobile TV
• Maps and navigation • Movements
• User interface activity • Sleeping
• Keypresses • Wake-ups INTERNET
• Roaming • Travels • Search words
• Charging • Status • Data applications
• Battery & power • Streaming
• Memory usage • Wifi
• File systems & storage CONTEXT & NETWORKS • Web browsing
• USB • Profile changes • URL click-streams
• Locations • Page facetime
• In-building locations • Throughputs
• Nearby people • Page visits
• NO IMPACT ON BATTERY LIFE OR DEVICE SPEED • Signal strengths • Browsing content types
• DATA SENT PERIODICALLY TO OUR SERVERS • Dropped calls • Data volumes
• Network technology • Network access technologies
• Coverage • Session-level statistics
• Accelerometer

5. Apps combined make up to 585 monthly usage minutes, web usage is
about 42% lower in terms of daily engagement
Smartphone usage activity per category
Avg. Minutes per
User per Month
800 770
700 669
600 585
500 -42%
400
341
300
200
100
0
Messaging Voice Apps (excl Web
voice,
messaging,
browser)

6. Voice call, browsing and SMS & MMS have extensive user penetration
and significant facetime
Applications & Device Features
Avg. usage days / month Reach, frequency, engagement
30
voice call
25 SMS&MMS
20 email messaging browsing
LBS clock
15
search
gaming social networking general
commerce weather
productivity camera
10 voip calendar
music online IM
sports utility general
music appstore
news maps
5 portal
security calculator
video online photo and video
push-to-talk
entertainment general
adult video
0 % used
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Size of bubble = Average face time per user per month

7. Email, gaming, music and video content is consumed more using native apps;
News is the most popular consumed content over web
Smartphone usage - web-based usage vs. app usage
100 Share of panelists
80 used these
74 80 categories of
49 51 60 native apps %
37 35 35 40
12 20
Apps 0
0
news search social commerce gaming email adult music video
networking content online online
0
4 0
11 20
23 21
Mobile 40
Web
60
77 74 80 Share of browser
users used these
92 91 100 web-based apps %

8. Finance, news, search and social sites are accessed by >70% of browser users
Web Browsing
Avg. usage days
/ month Reach, frequency, engagement
10
social networking general search
8
adult entertainment news
email messaging
commerce
6
gaming entertainment general finance &
company
4 web sites
portal
security religion education
sports
2 appstore
voip
music online
utility general % browser
0 users
0 10 20 30 40 50 60 70 80 90 100
Size of bubble = Average page hits per user per day

9. Google web site is visited by 86% of browser users
Top mobile Internet domains – percentage of browser users %
Weekly users Tried but not active usage
google 86
facebook 69
wikipedia 41
yahoo 36
amazon 29
youtube 23
go 16
usablenet 15
about 13
twitter 13
weather 13
cnn 12
craigslist 12
accuweather 11
aol 11
bit 11
blogspot 11
quickoffice 11
imdb 10
yelp 10
ebay 9

10. Wifi is only 13% of mobile data usage – data plans drive significant usage
Mobile data usage – Wifi users vs. Cellular users (data
volumes)
Avg. MB/user/ Avg. MB/user/
month Wifi month
120 118 767 800
13%
100 Wifi Cellular
600
80
381 400
60
40 31
141 200
20
2 87%
0 0
25% 50% 75% Cellular 25% 50% 75%
percentile percentile percentile percentile percentile percentile
Total traffic volume breakdown in the panel

11. KEY BENEFITS OF ON-DEVICE METERING
Passive metering – no questionnaires or interaction needed
Panel-based – no shortcomings of web/server/gateway logs
360-degree view – no gaps in behavioral tracking

12. CONTACT
Zokem helps strategic partners from the
wireless and media industries to better
monetize on user data by providing
actionable 360-degree insights on
consumer behavior with on-device
measurements.
Zokem – Interpreting Life
CHECK OUT SOME OF OUR INSIGHTS:
http://www.zokem.com/category/mobile-insights/