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Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Passively measuring the digital lives of today’s
consumer Ian Ralph Marke;ng Sciences Unlimited Tom Wormald ICM Unlimited September 2015
#NewMR 2015 Corporate Sponsors
#NewMR 2015 Supporters
Schlesinger Associates Keen as Mustard
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Why measure passively?
1. Historical inaccuracy 2. Poor recall 3. Subconscious behaviour 4. Lack of understanding 5. Sensi;ve behvaiour
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
The tool uses passive metering technology which collects data in the background of PCs, laptops, tablets and smartphones. Tracking across mulJple devices for each respondent.
What is passive measurement?
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
What we measure
Internet
Voice & text
Purchasing
LocaJon
App use
Social Media
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
How does it work for the consumer? Easy process
1. Sign-‐up
2. Download the app
3. Use devices as normal
But fears to overcome
• Privacy
• BaRery life
• Device memory
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
The client’s experience
We track ac;vity across devices -‐ not only on
mobile and tablet but also on PC
Whatever ac;vi;es we can track for a brand’s customers, we track for their compe;tors too
If we don't understand a behaviour, or want to
know more, we just ask – using the right research
tools
1 2 4 Unlike click-‐trackers or app aggregators, this
approach starts with the user so is rich in
consumer-‐level data
3
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Flexible approach
Sample
Outputs
Data source
1
2
3
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Client benefits of passive
Follow the online purchasing journey
IdenJfy emerging digital trends
OpJmisaJon of discovery and search
RaJonalisaJon of web/app porXolio
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Stats on actual app, web & search use
45
31 27 18 17
11 9 8 6 5 4
33
16 25
17 23
12 9 5 6 4 2
% smartphone owners who used app in last month
9.2
0.9 3.5
0.2
12.2
4.0 0.4
4.2 2.7 3.2 2.9 7.1
1.1 3.1
0.1 1.3 2.0 0.2 0.7 2.8 4.7 3.6
Average minutes spent on app per day Female Male
Source: Reflected LIfe May 2015 Base: % people who use app: Female= 372, Male= 300 Base: Average minutes (those who use app): Facebook: Female=167, Male=99; Messenger: Female=114, Male=49; WhatsApp: Female=102, Male=74; Google+: Female=66, Male=52; YouTube: Female=64, Male=68; TwiRer: Female=40,Male=36; Hangouts: Female=35,Male=26; Instagram: Female=28,Male=14; Skype: Female=21,Male=18; Viber: Female=18, Male=11; Snapchat: Female=15,Male=7
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Crea;ng digital customer journeys
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Where do we go next?
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
feel do think
neuroscience passive measurement
the emoJonal revoluJon
Understanding the why as well as the what
surveys
Passively measuring the digital lives of today’s consumer Ian Ralph & Tom Wormald, UK, September 2015
Thank You
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