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Mobile Media Observations, Data & Trends February 2011
Jennifer ManningThe Nielsen CompanyManager, Client [email protected]
Other, 6%
Sony, 14%
Barnes & Noble, 20%
Amazon, 55%
eBook Owners: Audience Profile
eBook Reader Manufacturer Share Q4 2010
eBook Owners – Owners of both a mobile phone and eBook reader
Household Income
10%
20%13%
18%12%
17%9% 9%
4%
32%
15%18%12% 10%
0%
25%
50%
<15K 15-35K 35-50K 50-75K 75-100K 100K+ Decline
All Subscribers eBook Owners
Source: Q4 2010, Nielsen Mobile Insights
1/3 of eBook Owners possess greater than a BS or BA
degree & earn 100K+
Education
5%
17%27%
32%
19%23%
8%
35% 32%
2%0%
25%
50%
Some HSor Less
HS Grad SomeCollege
Associate,BA or BSDegree
Greaterthan BA or
BS
All Subscribers eBook Owners
Page 3
84%
81% 81%
79%78% 78% 78%
76%75%
56%
75%
77%76%
74% 74%
72%
65%
58%
78%
81%
Portability Size of theDevice
Ease of Use Quality ofDisplay
Screen Size Design, Styleof Device
Storage Size Durability Battery Life Pricing
Kindle Owners Nook
Aside from pricing, Kindle owners are more satisfied with features than Nook owners across the board
Top 2 Box Satisfaction for e-Reader FeaturesAmazon Kindle Owners (n=120) and Nook Owners (n=98)
Questions used: Q62 Thinking about your [CONNECTED DEVICE], please indicate your satisfaction with the device across the following areas.
Source: September 2010 Nielsen Connected Devices Playbook
72% 71%64% 60% 59%
47% 42%
21%19% 21%
28%31% 30%
37%36%
3%9% 8% 9% 10% 10%
16%22%
76%
SonyPlayStation
Portable
Nook Amazon Kindle Apple iPodTouch
Microsoft ZuneHD
Apple iPad Apple iPhone Blackberry
At home Traveling / Commuting At Work
Bucketed Situational Usage of Connected DeviceAll Connected Device Owners
E-Readers Media Players Smartphones
Sedentary MobilePrimary Usage
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q29 Think about your [CONNECTED DEVICE Brand FROM Q4 ] usage in the past week. When you used [CONNECTED DEVICE Brand FROM Q4 ] in the past week, what percentage of the time were you..
e-Reader owners primarily use their devices at home
Connection Time per Session
28%
25%
20%
18%
13%
12%
9%
4%
23%
23%
38%
36%
36%
14%
22%
9%
18%
18%
21%
19%
13%
23%
23%
26%
15%
10%
7%
10%
15%
17%
22%
27%
9%
10%
5%
6%
14%
21%
12%
17%
4%
8%
5%
2%
2%
7%
5%
7%
3%
6%
5%
8%
6%
6%
6%
10%
Kindle
Nook
iPhone
BlackBerry
Zune
Sony PSP
iPod Touch
iPad
Less than 5 minutes 5 to 15 minutes 16 to 30 minutes 31 to 60 minutes 1 to 2 hours 2 to 4 hours More than 4 hours
2.7x
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q27 On average per session, how long are you usually connected to the internet when you use each of your connected devices?
Although data suggests e-Readers aren’t heavily engaged overall
Base: Amazon Kindle (n=420), Apple iPad (n=179), Apple iPod Touch (n=160), Apple iPhone (n=160), Blackberry (n=68). Nook (n=75)
15%3%
10% 13%5% 7%
19%
4%12% 12%
5%
9%
26%
19%
22% 19%
9% 9%
20%
15%
18%11%
11%
16%
32%
32%
31% 29%
10%13%
31%
29%
32%
23%
10%
30%
24%
22% 27%
37% 27%
20%
29%
25%
34%
21%
29%
10%
16%8% 3%
22% 26%
9%
14%
9% 15%
25%
6%1% 6% 3% 10%
9% 12%
1%5% 1% 2%
17%
3% 1% 1% 3% 0% 7% 5% 0% 4% 4% 2%11%
7%
16%
AmazonKindle
AppleiPhone
Apple iPad Apple iPodTouch
Blackberry Nook AmazonKindle
AppleiPhone
Apple iPad Apple iPodTouch
Blackberry Nook
Less than 5 minutes 5 to 15 minutes 16 to 30 minutes 31 to 60 minutes 1-2 hrs More than 2-4 hrs More than 4 hrs
Length of Time per Session when Books are Consumed on DeviceRegularly Access Books on the Connected Device
Weekday Time Weekend Time
Kindle and Nook owners spend more than 30 minutes reading books on their devices on weekdays & weekends
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q46 On a weekday for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices?Q47 On a weekend for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices?
Base: Apple iPad (n=111), Amazon Kindle (n=117), Apple iPod Touch (n=79), Apple iPhone (n=118), Blackberry (n=86)
18%
6%
18% 18%9%
20%
7%
22% 21%
21%
30%
24%
27%36%
15%
26%
26%
21%36%
35%14%
27%
17%
15%
33%
18%
31%17%
12%
16% 33% 26%18%
27% 17%25%
23%18%
14%7%
5% 9% 9% 12%7%
9%12% 9%
0%6%
2% 0% 2% 2%6%
1% 3% 3%2% 6% 3% 4% 1% 1% 5% 0% 2% 2%
12%
19%
AmazonKindle
Apple iPhone Apple iPad Apple iPodTouch
Blackberry AmazonKindle
Apple iPhone Apple iPad Apple iPodTouch
Blackberry
Less than 5 minutes 5 to 15 minutes 16 to 30 minutes 31 to 60 minutes 1-2 hrs More than 2-4 hrs More than 4 hrs
Length of Time per Session when Magazines are Consumed on DeviceRegularly Access Magazines on the Connected Device
Weekday Time Weekend Time
And Kindle owners also spend a lot time consuming magazines on their device
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q46 On a weekday for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices?Q47 On a weekend for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices?
Connected Device Cross OwnershipConnected Device Owners (n=3,840)
28%
10%
23%
7%
100%
9%
41%
23%
46%
31%
53%
100%
e- Reader Owners Smartphone Owners
Netbook Tablet eBook Portable Media Player Portable Game Player Smartphone
Netbook Owners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118), Portable game Player (1,678), Smartphones (2,336)
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q6 Which of the following categories of connected devices do you or any one in your household currently own?
e-Reader owners likely to also own Smartphone
Smartphone Penetration - ProjectionAll Subscribers
31% of Current Mobile Subscribers Own a Smartphone; Smartphones will have majority share in 2012
34%40%
43%
54%60%
51%46%
46%
31%
19%
13% 14%
23%
10%16% 17%
21%25%
28%
37%
49%
66%69%
54%
77%79%83%
75%
86%90% 87%
84%81%
72%
63%57%
Q2 2008
Q3 2008
Q4 2008
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Smartphone
Feature phone
Source: Q4 2010, Nielsen Mobile Insights
53% of e-Reader owners have Smartphone
Microsoft Windows
Mobile, 13%
Other, 8%
Android, 25%
RIM, 26%
iOS 28%
e-Reader and Tablet owners over-index with iOS users
Overall Smartphone Marketshare
Q4 2010
eBook Owners – Owners of both a mobile phone and eBook readerSource: Q4 2010, Nielsen Mobile Insights
Microsoft Windows
Mobile, 12%
Other, 6%
Android, 27% RIM, 22%
iOS 33%
Microsoft Windows
Mobile, 12%
Other, 6%
Android, 24% RIM, 21%
iOS 37%
eBook Readers:Smartphone Ownership
Q4 2010
Tablet Owners:Smartphone Ownership
Q4 2010
Tablet Owners – Owners of both a mobile phone and tabley
Page 11
66%
36%
23%
39%
18%22%
62% 61%
50%
40%
61%
49%
39% 38%
86%
80%
53%
77%
TextMessaging/SMS
Internet App DLs Picture Messaging Location-basedservices-GPS
Text Alerts
All Subscribers Smartphone Owners e-Reader Owners
US Mobile Media Usage Penetration (Past 30 Days)Q4 2010
Mobile media habits of e-Reader owners closely resemble those of Smartphone owners
Source: Q4 2010, Nielsen Mobile Insights
Media Usage is the data activity performed on mobile phone
The Kindle for iPhone & eReader apps are two of the top app within the Lifestyle/Health category
0.5%
0.5%
0.7%
0.8%
0.9%
0.9%
1.0%
1.0%
1.1%
1.1%
1.3%
1.3%
1.4%
1.6%
1.6%
1.8%
2.3%
2.4%
Ustream Live Broadcaster
Wallace & Gromit 1: The W Files
Shakespeare
Tipulator
Stanza
Epocrates
Camera Zoom 2
ColorSplash
Natural Cures Healthcare & Fitness
Emergency Radio
Calorie Tracker
Currency
eReader
iFitness Healthcare & Fitness
OpenTable
Kindle for iPhone
Lose It! Healthcare & Fitness
WebMD Mobile Healthcare & Fitness
Smartphone
Top Lifestyle/Health Apps Used in the Past 30 DaysPast 30 Day App Downloader & Smartphone User (n=2,300)
Source: August 2010 Nielsen App Playbook
Questions used: CQ35 Which of the following Lifestyle/Health applications have you used in the last 30 days?
59%
52%
45%
47%
49%
52%
68%
41%
48%
55%
53%
51%
48%
32%Calorie Tracker
Currency
eReader
iFitness Healthcare &Fitness
Kindle for iPhone
Lose It! Healthcare &Fitness
WebMD Mobile Healthcare& Fitness
Male Female
Questions used: CQ25 Which of the following Lifestyle/Health applications have you used in the last 30 days?
Lifestyle/Health Apps Composition by GenderPast 30 Day Lifestyle/Health App Users
Source: August 2010 Nielsen App Playbook Q4 2009 Nielsen App Playbook
The Kindle for iPhone app is more popular among female downloaders
Base: Calorie Tracker (n=56), Currency (n=46), eReader (n=48), iFitness Healthcare & Fitness (n=65), Kindle for iPhone (n=68), Lose It! Healthcare & Fitness (n=77), WebMD Mobile Healthcare & Fitness (n=108)
8%
23%
16%
12%
15%
8%
22%
14%
3%
13%
7%
13%
11%
43%
37%
26%
30%
32%
29%
27%
15%
29%
22%
28%
29%
28%
12%
12%
15%
15%
12%
8%
16%
5%
10%
3%
4%
8%
6%
10%
2%
20%
Calorie Tracker
Currency
eReader
iFitness Healthcare &Fitness
Kindle for iPhone
Lose It! Healthcare &Fitness
WebMD Mobile Healthcare& Fitness
Ages 13-17 Ages 18–24 Ages 25–34 Ages 35–44 Ages 45–54 Ages 55+
Lifestyle/Health Apps Composition by AgePast 30 Day Lifestyle/Health App Users
Source: August 2010 Nielsen App Playbook Q4 2009 Nielsen App Playbook
Questions used: CQ25 Which of the following Lifestyle/Health applications have you used in the last 30 days?
While the eReader app is more popular with teenagers
Base: Calorie Tracker (n=56), Currency (n=46), eReader (n=48), iFitness Healthcare & Fitness (n=65), Kindle for iPhone (n=68), Lose It! Healthcare & Fitness (n=77), WebMD Mobile Healthcare & Fitness (n=108)
18%23%
13% 15% 16%12% 10%
21%20%
20%
26% 24% 18%17%
12%
25%
27%
29%30% 28%
23%
20%
21%
16%
13%17%
15%
17%
15%18%
26%21%
15% 15% 19%27%
36% 39%
12%
15%
Male Female Ages 13-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55+
Not at all interested
Slightly interested
Somewhat interested
Very interested
Extremely interested
Questions used: CQ23B How interested would you be in an application that would allow you to read books on your cell phone?
Interest in an eBook App by Gender and AgePast 30 Day App Downloaders
Source: August 2010 Nielsen App Playbook
Base: Male (n=2,032), Female (n=2,232), Ages 13-17 (n=300), Ages 18-24 (n=261), Ages 25-34 (n=977), Ages 35-44 (n=946), Ages 45-54 (n=870), Ages 55+ (n=910)
In general, there is a good amount of interest for an eBook App across demographic groups
15%
21%
19%
23%
38%
22%
22%
59%
54%
52%
52%
46%
41%
50%
50%
29%
31%
27%
29%
31%
21%
28%
28%
12%Ages 55+
Ages 45-54
Ages 35-44
Ages 25-34
Ages 18-24
Ages 13-17
Female
Male
Prefer to subscribe to a service
Prefer to pay per book download
No preference
Questions used: CQ23C Would you prefer to subscribe to a service that lets you read books or would you prefer to pay per book download?
Preference for eBook Billing ModelPast 30 Day App Downloaders
Base: Male (n=2,032), Female (n=2,232), Ages 13-17 (n=300), Ages 18-24 (n=261), Ages 25-34 (n=977), Ages 35-44 (n=946), Ages 45-54 (n=870), Ages 55+ (n=910)
And both males and females prefer to pay per book download
Source: August 2010 Nielsen App Playbook
Close to 15% of mobile internet users have read comics or book online within the past 30 days
52%
14% 12% 10%6%
Read a Book Read ComicsOnline
Read BookOnline
ShoppedOnline for E-
Books
ShoppedOnline for
Books on Tape
Reading Habits of Mobile Internet Users (Last 30 Days)
Q3 2010, US,
8% of Mobile Internet Users own e-Reader &
3% plan to purchase e-Reader in next 6 months
Source: Q4 2010, Nielsen Mobile Insights
Newspaper readership shifting online shows that traditional media needs to adapt to the new technologies
33%
28%25%
13%
Spent more timereading online
version
Spent more timereading print
version
Did not read onlineor print versions of
newspaper
Spent equal timewith print and
online versions
Newspaper Readership: Print vs OnlineQ3 2010, US, Top 2 Box
Source: Q4 2010, Nielsen Mobile Insights
25%
75%
Regularly Access Magazine ContentDo not Regularly Access Magazine Content
Magazine Content Access on an iPad
24%
5%
9%
15%
47%
24%
6%
7%
14%
48%
Other Device
Radio
TV
Apple iPad
Weekday Magazine Consumption
Weekend Magazine Consumption
As well the iPad shows that users are heavily shifting their magazine readership to their connected device
% Time Allocated to Various Media for Magazine Consumption, Weekday vs.
WeekendAmong those who access magazines on their iPad
Source: September 2010 Nielsen Connected Devices Playbook
Questions used: Q48, Q49 Please indicate below the approximate percentage time you spend accessing the content type across the various devices and content forms by locating percentages on the typical weekday/weekend.
