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All French mobile customers were measured as part of this ambitious collaborative project to build a coherent picture of mobile internet use across Europe. Now for the first time in France advertisers can see real, aggregated mobile audience data offering the insight they need for better planning of marketing campaigns, and, in return, inevitably accelerate sales of mobile advertising inventory. Médiamétrie will explain how they carried out this extensive study of French mobile users and what this means for mobile research as a methodology, as well as mobile advertising.
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Measurement of Mobile
Internet audience in France
Tiphaine Goisbeault
Director of Telecom Department
Médiamétrie
Médiamétrie the company
for measuring audiences of audiovisual and interactive
media
Media measured
6 committees for
defining, orienting and approving reference measurements
Television Radio
Cinema Web
Mobile Internet Cross-Media
Médiamétrie//NetRatings with Nielsen
Médiametrie-eStat
Metric Line
MarketingScan
Digitime
G.I.E. Audipub
Main subsidiaries
Methodology of the Mobile Internet audience measure
Players at the mobile Internet Committee
CRTM UDA et UDECAM
Objectives
To have a real audience measurement on the mobile
internet and mobile marketing, to be used by media
agencies, sales houses, advertisers and publishers.
To compare the mobile performances with those
measured on the other media and on the fix Internet.
• Internet surf on connected mobile phones • Surf on connected apps (iPhone, Android, Windows Mobile, Symbian,…) • Audience realized outside by French members • Wifi connections through a scientific modelization to be made with site-centric data : 2011 • Streaming (audio and vidéo) : 2011 • Surf on BlackBerry (all data are stored on RIM’s server) • All equipments that are not mobile phones (tabs, MP3 players…) • 3G keys are included in the fix internet measure (panel Mediametrie//Net Ratings) • Surf on Opera browser • Surf on crypted sites (Https) • MVNO (possible integration in the next months)
The measure’s field
In
Soon
Out
An hybrid system for an accurate figure
1- Operators logs (3G)
1001101010101011101
1001001011111000101
1001100101000101101
0101101111111000101
0010101000101011010
…
1001101010101000111
900 millions logs/day !
2- Mobile Internet
users sample
1- An EXHAUSTIVE
measure of all observed
connections and
anonymously provided by
the 3 French mobile phone
operators
2- A REPRESENTATIVE
panel of 10 000 French last
month mobinauts to obtain
profile data and have a
mediaplanning approach
An exhaustive
profiled
measure
= + 10 000 mobinauts
Internet Mobile users sample
10 000 : Reference population representativeness
Reference population
All French mobile Internet users
Sample
Recruitment by phone or internet (phone numbers random sample)
Gives profile data
Methodology
Exhaustive logs
collection
Sample
recruitement Matching between
logs and sample,
third party role
Survey utilisation to
keep cohesion
between logs and
sample results
• Q1…
• Q2…
• etc..
Web sites and
applications coding,
analysis and results
publication
3G
Exclusive
WIFI connexions in
addition with
statistic estimation
(coming soon)
3G and
WIFI
The third party
Mission: to respect personal data
Mobile phone
operators Médiamétrie
Third party
b0a2d153878939228c9dd8667
06.16.06.40.29
Principle
- Keynectis is the link between Mediametrie
and operators
- Mediametrie can match logs and individuals
number anonymously
- Operators do not know individuals’’idendity
- No one owns complete information
- This principle was introduced to « CNIL »
Brand-support : A new level for Mobile Internet codification
(vs web)
Parent: Groupe A
Brand: brand A
Brand-Support
brand A-Site
Brand-Support
brand Mobile-App
Brand-Support
brand B-Site
Channel brand A
Site-section 1
Channel brand A
Site-section 2
Brand: brand B
Channel brand A
Application 2
Channel brand A
Application 1
More than
1 021 apps codified
Key results
Available KPIs
• Sites: Unique Visitors, Viewed Pages, Duration (inactivity = 5 min without action)
• Apps: Unique Visitors, Sessions (inactivity = 5 min without
action)
Smartphone equipment in France
+60%
Source : Médiamétrie – TSM/MCI – Q1 2010 / Q1 2011
Copyright Médiamétrie
19,8%
31,4%
Q1 2010 Q1 2011
13 millions
Use of Mobile Internet in France
Source : Médiamétrie – TSM/MCI – Q4 2010
Copyright Médiamétrie
Last month
mobinauts
Base : All main mobile phone users
26,1%
35,5%
Q4 2008 Q4 2010
10
,5 m
illi
on
s
15
,4 m
illi
on
s
+ 4,9 millions
23 165 000
Q3 2010
+ 6,9 %
Q4 2010
24 775 000
Number of connected mobile phones
Source : Médiamétrie – Mobile Internet Audience Measure– Q3 2010 - Q4 2010
Copyright Médiamétrie
± 53,7% of
mobile phone users
± 57,1% of
mobile phone users
The applications contribution
Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010
Copyright Médiamétrie
+6 points
in one
quarter
= 92,4 % of mobinauts connected in at least
one site during the 4th quarter 2010.
37,7% of mobinauts consulted at least one
application during the 4th quarter 2010.
Top by category
Source : Médiamétrie – Mobile Internet Audience Measure– Q4 2010
Copyright Médiamétrie
Portals / Search engine / Community 19 839
Telecom / Internet services 14 096
Entertainment 13 869
News 9 016
Computer science / electronics 6 180
Travel 5 958
Multi-product purchase / Offer 5 671
Corporate sites 3 780
Fashion / Home / Cooking 3 474
Family / lifestyle 3 466
Bank / Finance / Insurance 2 620
Automobile 2 080
Employment & Training 1 733
Public organization / Association 1 347
Top 20 - Parents
Source : Médiamétrie – Mobile Internet audience measure – Q4 2010
Copyright Médiamétrie
Audience Rank
4 999 876 Bouygues Telecom 5.
7 624 570 SFR 4.
9 708 960 France Télécom Orange 3.
9 999 471 Facebook 2.
10 751 463 Google 1.
3 540 614 Twitter 10.
3 584 439 Wikimedia Foundation 9.
4 236 792 Groupe Pages Jaunes 8.
4 585 390 Microsoft 7.
4 914 517 Apple Computer 6.
Audience Rank
2 406 444 Dailymotion 15.
2 414 302 Groupe Figaro 14.
2 935 642 Groupe TF1 13.
3 378 600 Groupe Lagardère 12.
3 387 384 Yahoo! 11.
1 910 697 Benchmark Group 20.
2 164 466 SNCF France 19.
2 197 655 Iliad 18.
2 221 182 AlloCiné 17.
2 339 132 Bertelsmann 16.
Search
engine
Social
community
Operator
s (portals
and
apps)
Leader on
the fix
Internet
Content
and
entertai
nment
Feature
s and
tools Pure
mobil
e
player
Top 20 - Brands
Audience Rank
7 139 087 YouTube 5.
7 591 299 SFR 4.
9 119 391 Orange 3.
9 931 964 Google 2.
9 999 471 Facebook 1.
3 540 609 Twitter.com 10.
3 550 595 Wikipedia 9.
3 591 514 MSN/Windows Live 8.
4 686 359 iTunes 7.
4 990 631 Bouygues Telecom 6.
Audience Rank
2 406 444 Dailymotion 15.
2 696 792 Yahoo! 14.
2 930 897 Mappy 13.
3 093 810 Apple 12.
3 477 420 PagesJaunes 11.
1 743 843 L’Internaute Magazine 20.
1 766 703 Game Center 19.
1 810 915 Leboncoin.fr 18.
1 873 265 Free 17.
2 221 025 AlloCiné 16.
Source : Médiamétrie – Mobile Internet audience measure – Q4 2010
Copyright Médiamétrie
Sex Social group
Mobinauts profile
Female
40,2%
Male
59,8%
Source : Médiamétrie – TSM/MCI – Q4 2010
Copyright Médiamétrie
31,4%
30,0%
17,4%
21,2%
Non working
Students
Social group -
Social group +
Index based on all
mobinauts (base 100)
Comparing mobile surf social group + / students
100
109
136
101
108
123
98
118
101
125
94
100
122
119
118
125
98
130
83
147
79
143
Generalist portal
Videos / Cinema
Internet tools / online
services
Telephony and mobile
services
Search engine
News
Online games
TV media / radio
Music
Entertainment
Blogs / community sites
Social group + Students
Source : Médiamétrie – Mobile Internet audience measure– Q4 2010
Copyright Médiamétrie
Index based on no
smartphone (base 100)
Comparing mobile surf smartphone / no smartphone
100
100
100
100
100
100
100
100
100
100
100
116
149
196
239
240
264
325
393
431
496
660
Generalist portal
Telephony and mobile services
Blogs / community sites
Search engine
Music
Online games
Videos / Cinema
News
TV media / radio
Entertainment
Internet tools / online services
Non smartphone Smartphone
Source : Médiamétrie – Mobile Internet audience measure– Q4 2010
Copyright Médiamétrie
Coming projects
Cross-media including mobile audience : june 2011
Mediaplanning data : september 2011
Cross-media mediaplanning data : end of 2011
