MOBILE IN MEDIA

Susan Whiting – Vice Chair – Nielsen February 27, 2013

WHAT DO YOU WANT TO HAPPEN?

MOBILE LEADERS ENTRENCHED
(and they are all familiar faces)

THE SEPT 2012

TOP 5 APPS
1 Google Maps
2 3 4 5 Facebook YouTube Google Search Gmail

THE

TOP 5 APPS
1 Facebook
2 3 4 5 YouTube Google Search Gmail Google Maps

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

SEPT 2011

Source: Nielsen Smartphone Analytics, Nielsen Mobile Connected Device Report – U.S.

3

SHARE OF MOBILE TIME
Top 8 activities, by function

54.59%
OTHER APPS

13.41%
BROWSER

4.50%
EMAIL/IM

1.18%
CAMERA

8.81%
SOCIAL NETWORKING

3.37%
DIALER/ADDRESS BOOK
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

3.53%
MUSIC/VIDEO

9.48%
TEXT MESSAGING

1.13%
MAPS/LOCATION

Source: Nielsen, State of the Media, U.S. Consumer Usage, Dec. 2012 – Android

4

MOBILE VS. PC USAGE
Total Minutes Spent on Social Networking Online vs. Mobile (in Billions)
80,000,000

69B

70,000,000

-17%
60,000,000

57B 48B
+42%
ONLINE HOME & WORK MINUTES MOBILE ANDROID & IOS MINUTES

50,000,000

40,000,000

34B
30,000,000
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

20,000,000

10,000,000

AUG 2011

SEP 2011

OCT 2011

NOV 2011

DEC 2011

JAN 2012

FEB 2012

MAR 2012

APR 2012

MAY 2012

JUN 2012

JUL 2012

AUG 2012
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Source: Nielsen Netview and Nielsen Mobile Mediaview, August 2012 – U.S.

THE IMPACT OF SECOND SCREEN
Frequency of Simultaneous Usage While Watching TV: Tablets
Tablet Owners (Q2 2012 n=3,440)

Frequency of Simultaneous Usage While Watching TV: Smartphones
Smartphone Owners (Q2 2012 n=4,950)

14% 25% 7%

SEVERAL TIMES A DAY ONCE A DAY SEVERAL TIMES A WEEK

16% 26% 9%

13%

TABLETS
16% 25%

SEVERAL TIMES A MONTH ONCE A MONTH OR LESS NEVER

SMARTPHONES
14% 13%

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

23%

WHILE WATCHING TV: 85% use their device at least once a month 45% shop online 26% look up product from a TV Ad
Source: Nielsen Q2 2012 Mobile Connected Device Report – U.S.

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SIMILTANEOUS TABLET+TV SKEWS OLDER
TYPICAL ACTIVITIES
SEEKING INFORMATION
36% of people 35-54 and 44% of people 5564 use their tablets to dive deeper into the TV program they are currently watching.

SKEWS OLDER
Age groups 25-34 and 55-64 are the most likely to use their tablets multiple times per day while watching TV.

SURFING AND E-MAILING
55-64 are the heaviest web surfers and email checkers during commercial breaks and programs.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

SPORTS SCORES
Nearly a third of all tablet users aged 2564 check sports scores on their tablets while watching TV.

Source: Nielsen Q2 2012 Mobile Connected Device Report – U.S. The Cross-Platform Quarter 2, 2012 Source: Nielsen, The State of The Media:

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SIMILTANEOUS MOBILE+TV SKEWS YOUNGER
TYPICAL ACTIVITIES
SOCIAL MEDIA
44% of 18-24 year olds and close to 50% of 2534 year olds are visiting social networking sites on their smartphones during both commercials and programs while watching TV.

SKEWS YOUNGER
Nearly half of 18-24 year olds use their smartphones while watching TV, at least once per day.

E-MAILING
Is the heaviest simultaneous smartphone activity across all demos, with over 50% of users checking during commercials and programs.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

SHOPPING
29% of 25-34 year olds shop on their smartphones while watching TV.

Source: Nielsen Q2 2012 Mobile Connected Device Report – U.S. The Cross-Platform Quarter 2, 2012 Source: Nielsen, The State of The Media:

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MOBILE DIFFERENTIATION
Mobile Data Activities among Smartphone Owners by Race/Ethnicity Q3 2012

88% 81%

84%

83% 72% 61% 65% 64% 57% 62% 59% 56% 49%

54% 54% 43% 37%

50%
45% 40% 29% 36% 32% 30%

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

MOBILE INTERNET

SOCIAL NETWORKING

APP DOWNLOADS

LOCATION-BASED SERVICES

MOBILE BANKING

MOBILE SHOPPING

WHITE

HISPANIC

ASIAN

AFRICAN AMERICAN

Source: Nielsen Mobile Insights – U.S.

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GENDER MATTERS

FREQUENCY OF USING SOCIAL MEDIUM - MOBILE PHONE

MALE

FEMALE

MALE INDEX

FEMALE INDEX

MORE THAN ONCE A DAY

83

77

104

96

ONCE A DAY

9

10

100

111

2 - 3 TIMES A WEEK
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

3

5

75

125

4-6 TIMES A WEEK

2

4

67

133

Source: Nielsen Emerging Market Insights – 15 Sub-Saharan countries

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