Presentation by Roddy Knowles, Sr. Delivery Manager, Research Now Mobile

1. Dialing up Mobile
Research with
Behavioral Data
Roddy Knowles
Sr. Delivery Manager, Mobile
Research Expert

2. Smartphones Are Used Everywhere
2

3. Can This Be Dangerous?
3

4. Mobile Screen Time Continues To Rise
4

5. What Is Meant By “Mobile” Today?
Which devices?
5

6. US
Census vs. Mobile and Brand Demos
Census
49% 50%
Mobile
51% 50%
25%
25%
17%
20%
18%
23%
12%
15%
12%
15%
4%
Male
Brand
Female
6%
4% 5%
Less than $25K25K - $49K$50K - $74K$75K - $99K100K - $149K
$
$
$150K - $199K $200K+
Gender
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%
6

7. US
Census vs. Mobile and Brand Demos
Census
Mobile
72%73%
33%
29%
13%13%
18 - 24
Brand
18%18%
25 - 34
18%19%
35 - 44
19%20%
45 - 54
16%15%
55+
Hispanic
13%15%
Caucasian
Age
Black
5% 6%
9%
6%
Asian
Other
Black
Asian
Other
Ethnicity
18-24
25-34
35-44
45-54
55+
Hispanic Caucasian
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%
7

8. What Is Captured
2
Primary Mobile Platforms
7
Types of Data Collected Passively
Location: GPS
Apps: usage
Phone calls: incoming, outgoing, missed, duration
Text/SMS Messages: sent, received
Email: sent, received
Web: URL/websites visited
Camera: usage
8

9. What Can Be Done With…
Location Data (GPS)
 Target and push
surveys
 Derive location
type
(e.g. home, work)
 Filter behavioral
data by location
Considerations(GPS)
Considerations
• Not everyone is trackable
• GPS accuracy: Satellite vs.
Network
 Not everyone is
trackable
• Type and frequency of
 Type and frequency of
communication
communication and
fencing
 Advanced
analytics
9

10. What Can Be Done With…
App Data
Considerations(GPS)
Considerations
• Not everyone is trackable
 Survey targeting
based on usage
 Measure
“stickiness”
 Slice and dice
• GPS accuracy: Satellite vs.
Network
 Foreground or
background usage passive or “active”
• Type and frequency of
communication
 Data structure and
size
10

11. What Can Be Done With…
Web/URL Data
 Track
websites/URLs
visited
 Aggregate – top
sites by
domain/property,
category
Considerations(GPS)
Considerations
• Not everyone is trackable
• GPS accuracy: Satellite vs.
Network
 What is and isn’t
captured
• Type and frequency of
communication
 How much granularity
is needed
 Compare website
usage vs. app
usage
11

12. What Can Be Done With…
Text, Music, Email, Camera
Data
 Track ingoing and
outgoing
communications
 Log Camera
usage
 Capture specific
details of music
played
Considerations(GPS)
Considerations
• Not everyone is trackable
• GPS accuracy: Satellite vs.
 Music listening varies
Network
by platform
• Type and frequency of
 Boolean capture
communication
 When content is
important, ask
12

13. 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
Combined with
survey data
• Place and time
• Stated vs. actual
• Demographics
• Trust but verify
• Attitudes and
behaviors
• Understand the
“why”
13

14. Aggregated Behavioral Data
Top Level Report on User Activity
December 2013
Summary Report of US
Mobile Users
14

15. Website Visitation
December, 2013
Top 10 Most Visited
Websites
Top 10 Websites with
the Most Unique Visits
1.
google.com
1.
google.com
2.
facebook.com
2.
facebook.com
3.
amazon.com
3.
amazon.com
4.
wikipedia.org
4.
yahoo.com
5.
youtube.com
5.
wikipedia.org
6.
walmart.com
6.
youtube.com
7.
ebay.com
7.
ebay.com
8.
answers.yahoo.com
8.
espn.go.com
9.
twitter.com
9.
accuweather.com
10.
walmart.com
10. ups.com
Designates website ranks in top 10 for most visits and unique visits.
15

16. App Usage
December, 2013
Top 8 App Categories Used
% Reach
Communications
29
Average
Number of
Apps Used
Per Day
Social Media
155%
Email
124%
App Stores
4
App
Categories
w/ 100%+
Reach
160%
100%
Music
80%
Streaming Video
76%
Mapping & Nav.
70%
Shopping
42%
16

17. App and Web Usage
December 2013
17

18. Behavioral & Survey Data Combined
In-store Phone Usage
Grocery shoppers’
phone usage was
captured, verified, and
contextualized.
18

19. Shopper Profile
Suzy Shopper
Stop &
Shop –
March
28, 2013
Female,
38, Marri
ed
Stock Up
Trip,
46-60
Minutes
$96
Phone, E
mail, Ret
ailer App
Coupon
Used
19

20. App Usage
Stated and Actual
Types of Apps Used
Text/SMS
Phone
Social
31%
25%
24%
Shopping/
Retail
Games
21%
13%
16%
12%
14%
11%
5%
Stated
Actual
20

21. App Usage
What & Why
39%
46%
Call about
a purchase
Message about
a purchase
What did you
buy?
21

22. App Usage
What & Why
Shopping List
83%
Coupon
45%
Compare Prices
41%
22

23. 23

24. Thank you!
Roddy Knowles
roknowles@researchnow.com
24