Media Diary Reloaded Mobile Media Research Best Practice Examples

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1 Media Diary Reloaded Mobile Media Research Best Practice Examples Diana Livadic & Alexander Bohn, Ipsos MediaCT , München, Research & Results 2014

2 Welcome to the world of Ipsos MediaCT 2 Evaluating new concepts, products and opportunities Testing the appeal, relevance and impact of content INNOVATION CONTENT CONNECTING WITH CONSUMERS IN THE DIGITAL AGE AUDIENCES CONTEXT Estimating the size and profile of audiences across and between media platforms Understanding the converging media landscape, including consumer awareness, attitudes and access

3 What s ahead for the next 45 minutes? 3 Q&A Session Diaries: Not only for Media Reasearch Media Diary Reloaded: Deep Dive Multiscreen Why mobile research?

4 Relevance of mobile 4 Quellen: Mobile Effects ) // emarketer.com // Bitkom, PM Nicht ohne mein Smartphone // Mobile-zeitgeist.com // Everypost 1

5 Mobile offers various opportunities for market research 5 In the moment of interest Various information collectable Access to hard to reach people Data collection online and offline 1

6 Opportunities that result in innovative study designs 6 Diaries From short term to ethnography Event triggered surveys of emotional reaction In-store research Impulse reaction studies Eventfocused studies In-Home studies 1

7 Mobile solutions from Ipsos 7 Ipsos Mobile App (diary/survey) Ipsos AppLife (live discussion app) Mobile in-browser surveys SMS Survey 1

8 8 Media Diary Reloaded: Deep Dive Multiscreen Version 1 Public (DELETE CLASSIFICATION) Version 1 Internal Use Only Version 1 Confidential Version 1 Strictly Confidential If you are interested in learning more, please contact: First name Surname t: XXXX e: First name.surname@ipsos.com

Deep Dive Multiscreen 9 Screen Life 2014: Representative

Measure media and multiscreen usage, Development of TV

households) Method: CAPI Deep Dive Multiscreen:

of media usage situations especially parallel usage

9 Deep Dive Multiscreen 9 Screen Life 2014: Representative baseline study among German TV households Objective: Measure media and multiscreen usage, Development of TV viewer segments Sample: n=1500 (aged with TV in households) Method: CAPI Deep Dive Multiscreen: Additionally to baseline study Objective: Documentation of media usage situations especially parallel usage situations Sample: n=72 Multiscreener (from main sample) Method: Mobile Diary 2

Deep Dive Multiscreen: Project flow 10 Recruitment & Setup Field Time Analysis & Report CAPI survey focused on general media & multiscreen usage n=1500 respondents

app, tasks Login data via SMS Reminder SMS before start of field Instruction Documentation Media Usage Completion of media diary Every 2 hours for 2 days Covering

10 Deep Dive Multiscreen: Project flow 10 Recruitment & Setup Field Time Analysis & Report CAPI survey focused on general media & multiscreen usage n=1500 respondents Participation Main Survey Recruitment Multiscreener n=72 Qualified during main survey Invitation to study install the app, w/o interviewer Information about study, app, tasks Login data via SMS Reminder SMS before start of field Instruction Documentation Media Usage Completion of media diary Every 2 hours for 2 days Covering one week Various reminder via SMS/ in app Analysis and integration of results into analysis of main study Combination of different data sources in report Integrated Report 2

11 Example results: Key facts multiscreener 11 53% Permanently switch back and forth between different devices such as smartphone, laptop tablet. 90% Like it to be online and entertained on the go with the help of mobile devices 38% Like it to don t have the smartphone with them, from time to time. n=72 participants Age: 27 years 43% years 60% female 7,5 Screens in household Check their smartphone 68% first thing in the morning. Base: n=72 participants, Survey Source: Ipsos, Screen Life

12 Example results: Devices used in parallel to TV 12 78% + TV + Smartphone 40% + TV + PC/Laptop 24% + TV + Tablet Base: n=72 participants, Survey Source: Ipsos, Screen Life

13 Example results: Context of screen usage 13 Screen used for Entertainment 59% 35% 61% 52% Relaxing 35% 5% 12% 10% Killing Time 27% 16% 4% 8% Searching for Information 3% 22% 50% 39% Communication 1% 72% 20% 26% Base: n=72 participants, Survey Source: Ipsos, Screen Life

14 Example results: General media usage during the day 14 Smartphones with daytime-peak, decrease during primetime. TV with strong increase during access-time. Focus at primetime. PC/Laptop constantly used during the whole day. 100% 90% 80% 70% 60% 50% 40% 57% 62% 30% 20% 20% 21% 10% 6% 8% 0% 06:00 06:00-8:00-08:00 08:00 08:00-10:00-10:00 10:00 10:00-12:00-12:00 12:00-14:00-14:00 14:00 14:00-16:00-16:00 16:00 16:00-18:00-18:00 18:00-20:00-20:00 20:00-22:00-22:00 22:00-24:00-00:00 TV Radio Newspaper Smartphone PC/Laptop Tablet Base: n=144 data entries, n=72 participants, Diary App Source: Ipsos, Screen Life

15 Example results: Parallel media usage during the day 15 Highest parallel usage of TV and Smartphone Peak at primetime PC/Laptop and TV used mostly during access time. Peak of tablet and TV at primetime but overall cautious usage. 40% 35% 30% 25% 20% 26% + 15% 10% 9% + 8% + 5% 0% -5% 06:00-08:00 08:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-00:00 06:00-8:00 08:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00 TV+Smartphone PC+Smartphone TV+Tablet* TV+PC/Laptop 6% + Base: n=144 data entries, n=72 participants, Diary App, *small base Source: Ipsos, Screen Life

16 Example results: Reasons for parallel media usage 16 Screen used parallel to TV (often/sometimes) TV + Smartphone TV + PC/Laptop TV + Tablet For information/searching/surfing independently from TV program 47% 39% 47% To save time / to do things parallel (e.g. working) 32% 41% 29% For information/searching/surfing with regard to the current TV program 30% 24% 42% To get news/messages quickly (e.g. News, sports live ticker) 21% 24% 28% To follow/comment the program on interactive platforms. 15% 7% 25% Base: n=72 participants, Survey Source: Ipsos, Screen Life

17 Example results: Preferred locations for media usage 17 Base: n=72 participants, Diary App Source: Ipsos, Screen Life

18 18 Diaries: Not only for Media Reasearch Version 1 Public (DELETE CLASSIFICATION) Version 1 Internal Use Only Version 1 Confidential Version 1 Strictly Confidential If you are interested in learning more, please contact: First name Surname t: XXXX e: First name.surname@ipsos.com

19 Case Study: Product test to evaluate new products 19 Aim: Analyse consumers evaluation of new product plus method validation Task: Capture reactions to the product during and after use Why Mobile: Immediate response experience vs. recall 3

20 Case study: Travellers satisfaction 20 Aim: Customer experience and satisfaction feedback Task: Feedback at each stage of the journey Why Mobile: Immediate response at every stage, with offline mode even during the flight 3

21 Case study: Sponsorship effectiveness 21 Aim: Measure awareness and effectiveness of an event sponsorship Task: Answer questions about event, brand, perception during event Why mobile: Engagement of niche target group and immediate feedback 3

Study Case: Mobile payment 22 Aim: uncover payment preferences of credit card holders Task: Log all payment experiences for one week Why Mobile: capturing mood, environment, behavior with questions,

22 Study Case: Mobile payment 22 Aim: uncover payment preferences of credit card holders Task: Log all payment experiences for one week Why Mobile: capturing mood, environment, behavior with questions, photos, GPS tags 8.26 am Morning coffee Happy I paid using my passbook wallet and made my train in time! pm Donut for dessert Frustrated slow and had to get cash from the machine, queue and then come back to the stall 3

23 What s next? 23 3

Your contact @ Ipsos MediaCT 24 Diana Livadic

+49 (0)40 800 96 4052 Mail: Alexander.Bohn@ipsos.

24 Your Ipsos MediaCT 24 Diana Livadic Manager MediaCT Telephone: +49 (0) Mail: Diana.Livadic@ipsos.com Alexander Bohn Research Executive Telephone: +49 (0) Mail: Alexander.Bohn@ipsos.com Test the app! Login: IpsosMobileDemo No password required

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