Presented by James Fergusson, Managing Director, Global Technology Sector - TNS & Remy Bleijendaa, Digital Consultant, TNS at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. Passive mobile measurement:
The next big thing
in market research?
©TNS 2012

4. As the internet becomes more affordable and readily available in APAC, it
is stealing share of attention away from traditional media
% using at least once a day – Global % daily users
83
54
Singapore 34
47
68
55 81
64
Australia 45
24
31 29 62
40
China 14
13
30
48
Internet for TV Radio Newspapers Magazines 93
Indonesia 17
leisure 16
64
88
Thailand 25
28
Internet for leisure TV Radio Newspapers
Mobile: The Key to Marketing in Asia
©TNS 2012

5. And as mobile data becomes cheaper and wifi more ubiquitous, mobile is
becoming a key portal to the internet, especially in emerging markets
% accessing using the internet PC at home PC at work Mobile phone
in the past 4 weeks via: PC at Internet café Tablet
93 95
89
71 69
53 52
49 49
34 37 37
27 27 30
23
16 16
10 9 12
7 8
0 1
Singapore Australia China Indonesia Thailand
Mobile: The Key to Marketing in Asia
©TNS 2012

6. And mobile phones are the device with the highest ownership and
purchase intent
Device ownership and likelihood to buy (APAC)
40.00
35.00
30.00 Mobile
phone
Likely to buy
25.00
20.00
Laptop
Smartphone computer
15.00
Digital
Tablet camera
10.00 Desktop
computer
MP3 player
5.00
DVD player
0.00
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00
Current ownership
Mobile: The Key to Marketing in Asia
©TNS 2012 4

7. Consumer trends…
Quantified Self Visual Content ‘Check-ins’ Voice-based UI
Enterprise
Real-time Status Mobile Wallet New Devices
Consumer
5
©TNS 2012

8. Many of these uniting
location, voice, mCommerce
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9. Mobile
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10. ©TNS 2012 8

11. Developed markets are eager to upgrade to the latest devices, and as
smartphones become more affordable, ownership is set to explode in
emerging markets as well
% of mobile owners who are:
Smartphone owners Likely to buy a smartphone in next 6 months
74
52
36 38
29
22 20
16 18
11
Singapore Australia China Indonesia Thailand
Mobile: The Key to Marketing in Asia
©TNS 2012 9

12. ©TNS 2012 10

13. Finger on the CMO’s pulse
A step-change Early days, Beyond mobile
opportunity but act fast marcoms
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14. Marketers already know that mobile is key – mobile ad spends
doubled in the past year and will continue to grow
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15. Mobile priorities across
the marketing cycle
Change the Reach Path Mobilise the
face of the & to purchase
mobile brand Engagement Purchase journey
Get closer Reduce friction,
and Loyalty & Conversion and / or
stay closer Commitment add value
©TNS 2012 13

16. A new paradigm of client expectations
Not just research on new subject matter, but solutions that fulfil new
expectations
Client Expectation How TNS must /can respond
More accurate consumer Increased use of behavioural data: customer transaction data, usage
behaviour insights data, search data, clickstream data, social media data, sales data
Getting closer to the occasion, integration of eye/ facial/ emotional
tracking
Lower risk research Incremental (rather than step-change) marketing research capabilities:
investments build, test, learn
Faster decisions Surveys & results in closer to real-time
Behavioural data
Shorter surveys
More predictive results Greater validation of models
Behavioural data
Faster data collection
Continual integration of the latest thinking
More cost efficient research Data collection efficiencies
Integration of client-sourced data sets
Sweat existing assets harder
14
©TNS 2012

17. 24:7
Mobile Behavioural Always-on
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18. So where does passive data sit in the new research
landscape?
High Audience Engagement
Deep dives
Customer
Customer community Market-level Market
Audience studies Audience
Touchpoint
responses
Passive data
Low Audience Engagement
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19. ©TNS 2012 17

20. Growing Global Footprint
RUS
USA CHN
FR; DK; NL
KOR
ITA
IND MYS PHL
IDN SGP
AUS
Live
In development
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21. Keys to success
Need to build up a panel of respondents willing to trust
Panel
you with their data and incentivize/engage them so that
management they remain on the panel
Maintaining a balance of panel members which is
Representivity representative of the mobile population instead of skewed
to fixed line internet users
Special software, analytic capabilities and storage
Data
facilities to handle this kind of Big Data; need to have
management defined aims in order to leverage data effectively
Metering capabilities that can cope with the rapidly
Agility changing mobile OS landscape (covering the range of
OSes and new versions as they are released)
Data Ability to overlay passive data with attitudinal and stated
integration behaviour – passive in isolation has limited value
©TNS 2012

22. Behavioural data shows us that although they have the widest
reach, traditional mobile phone functions like voice and SMS are
no longer the central mobile activities
Daily application face time Communication market face time during the day
(# minutes per user per day) (average # of times accessed per user per hour)
15.00
Voice 8
SMS 10 10.00
IM 14
5.00
Email 1
0.00
Social
12
networking
Voice SMS IM E-mail Social networking
©TNS 2012 20

23. It offers us insights into how differences in OS and device
can affect behaviour
App
minutes/
day
138 Android
Phone
68
iPhone
56
iPad
35 Android
Tablet
©TNS 2012 21

24. As well as offering us evidence of what activities play the largest
role in people’s mobile lives
Communication
Social
Tools 2%
2%
2%
Productivity 3% 22%
Books & Reference 5%
Games
5%
Entertainment
Music & Audio
7%
News & Magazines
Media & Video
7% 26%
Shopping
Finance
15%
Personalization
Travel & Local
Lifestyle
©TNS 2012 22

25. And the different roles that personal devices play in our lives
Communication
Social
Tools
Productivity
Books &
Reference
Games
2% Entertainment 2%2%3% 8%
2% 2%
2% 3%
3% 22% Music & Audio 2%
5% News &
Magazines 25%
5% Media & Video 13%
7% Shopping
3%
Finance
7% 26%
Personalization 11%
Travel & Local 25%
15%
Lifestyle
Mobile Behave
©TNS 2012 23

26. ©TNS 2012

27. And can demonstrate that mobile phone usage is not always
mobile
Total daily
market time
WiFi
26 minutes
a day
3G
18 minutes
a day
*
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28. ©TNS 2012 26

29. 5% of time spent
on +/-12000
95% 95% of time spent
on +/- 3000 apps
websites
©TNS 2012 27

30. ©TNS 2012 28

31. Convenience
Experience
Independence
Transparency
Relevance
©TNS 2012 29

32. 1. Retain participants
2. Communities as opposed to panels
3. Represent all OS
4. Active and passive
5. Multiple data sources
6. Big data ability
7. Nimble, flexible, iterate
7 mobile research strategy ingredients
©TNS 2012

33. What next?
Event-based
mobile
surveys
A deeper look at the Further in-depth analysis
consumer journey of different types of mobile
across multiple screens interactions
©TNS 2012 31

34. Thank you
James Fergusson
Global Head,
Digital and Technology
Remy Bleijendaal
Digital Consultant and
Mobile Behave
development lead
©TNS 2012

35. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

36. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET