Online Cross Device Usage - GfK · © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 6 Relevance of Mobile depends

1© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel

Online Cross Device Usage –

Best Practice Insights for Travel, Finance & Energy

GfK Digital Webinar – 8 September 2016

Referenten: Melanie Kühler | Erk Maassen


What you can expect …

… our insight parkour for the next 45 minutes

1. Mobile First?

2. Cross-Device

User Growth?

3. Apps for

Gaming &

Chatting only?

4. Programmatic:

what else?5. Summary

& Q&A


Mobile First?


“Mobile First”, always and everywhere?

Mobile

Advertising

Apps supporting

selling | marketing

your products &

services

Convenient

mobile Payment

“Mobile 1st”

website design

Easy mobile

Shopping

Targeting

Touchpoint

integration


Understanding online behavior via website classification

Online Content Business Context

Classification based on

the main type of content

of a site

To provide meaningful insights into online usage behavior, GfK developed

proprietary website taxonomy. All relevant websites are classified for three dimensions

User Activity


user's main activity when

accessing a site


the main business

context of a site


Relevance of Mobile depends by User Activity

44 55 558

21%

46%

82%

Money Management Price / Product comparison Gaming / Gambling

Online Usage

Total (in minutes)

Mobile 1st?

Must Have

Mobile 1st?

Probably

Mobile 1st?

Not Really

* Tablet & Smartphone

% mobile* usage

share as of total

online usage

Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population

Minutes per month Minutes per monthMinutes per month


Relevance of Mobile depends on User Activity

21%30%

43% 43% 43%46% 46%

53%

61% 62%

82%

89%

* Tablet & SmartphoneSource: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population

Mobile 1st?

Must Have

Mobile 1st?

Probably

Mobile 1st?

Not Really

% mobile* usage

share as of total

online usage


Relevance of Mobile depends on Online Content

14% 16%20% 20% 22% 24% 24%

35%37% 38% 39% 40%

44%

51% 54%

65%77%

83%

* Tablet & SmartphoneSource: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population

% mobile* usage

share as of total

online usage

Mobile1st?

Must Have

Mobile 1st?

Probably

Mobile 1st?

Not Really


Also, target group potential needs to inform mobile 1st prioritization

Males, aged 50 plus

Unique User

Monthly Duration per User

Devic

e A

ffin

ity

(Net R

ea

ch

x D

ura

tio

n In

de

x v

s a

ll O

nlin

er)

Example Finance

7.8 Mio. User

98 Minutes per User

23%. 34% 6%

279

89

144

30

100

103

210

108

% mobile* usage

share as of total

online usage

Males, aged 20 to 49

Females,aged 50 plus

12.7 Mio. User

80 Minutes per User

6.5 Mio. User

62 Minutes per User

20%

49

73

81

Females, aged 20 to 49

12 Mio. User

50 Minutes per User

Low affinity High affinity Low affinity High affinity Low affinity High affinity Low affinity High affinity

Source: GfK Crossmedia Visualizer | Period: May 2016

Mobile 1st?

Not ReallyMobile 1st?

Not ReallyMobile 1st?

Must HaveMobile 1st?

Must Have

Desktop

Smartphone

Tablet


Cross-Device User Growth?


Digital assets provide exciting opportunities for service providers and

manufacturers!

Inform Win new

customers and

drive

PenetrationEngage

Promote

Sell

Optimize by

device

Retain existing

customers


User opportunity by business context

Weather

Travel

Lifestyle | Hobbies

Finance

32

26

36

41

20%

33%

24%

16%

13%

20%

16%

11%

21%

24%

24%

22%

46%

23%

36%

52%


Monthly Unique User (in Mio.) Frequency of Usage (usage days)

1 Day 2 Days 3-5 Days > 6 Days

New Buyer Opportunity!

EngagementOpportunity!


Mobile devices significantly increase user reach!

12,1

26,14,8

5,7

2,7

0,7

DesktopOnly

Desktop +MobileDevice

SmartphoneOnly

Tablet Only Smartphone+ Tablet

All User

Travel Finance

21,7

41,5

13,5

3,8

1,6 0,8

DesktopOnly


SmartphoneOnly


All User

12,1

35,68,7

9,7

3,1

2,0

DesktopOnly


SmartphoneOnly


All User

Lifestyle | Hobbies

9,1 Mio. incremental user via

mobile

35%. 15%.

6.2 Mio. incremental user via

mobile

42%.


mobile



Best Practice Example - Travel

6,2

9,7

0,5

1,5

1,4

Desktop Only Desktop + MobileDevice

Smartphone Only Tablet Only All User

Benchmark: Ø of top 2 to 6 ranked (by net reach) travel provider*

3 Mio.

incremental user via

mobile

31%.

2,3

3,90,1

0,8

0,6



36%.


mobile

*Booking.com,, Tripadvisor, Holidaycheck,

Trivago, HRS

Best in Class – Deutsche Bahn



Best Practice Example - Finance

13,6

16,8

1,01,4

0,8



Benchmark: Ø of top 2 to 6 ranked (by net reach) financial services*

2.3 Mio.


mobile

14%.

2,74,2

0,1 0,9

0,4



33%.


mobile

*Sparkasse Finanzstatus, Ing-diba, Commerzbank,

Comdirect, Börse & Aktien – finanzen.net

Best in Class - PayPal



Best Practice Example - Grocery

5,4

10,20,6

2,7

1,4



Benchmark: Ø of top 2 to 6 ranked (by net reach) grocery retailer*

4.1 Mio.


mobile

41%.

2,6

4,1

0,10,8

0,5



33%.


mobile

*real, dm, rossmann, rewe, netto

Best in Class - Lidl



Best Practice Example - Travel

Deutsche Bahn Navigator Deutsche Bahn Booking.com Tripadvisor Ab-in-den-urlaub

42%.100%. 31%. 39%. 30%.

Desktop only + Desktop & Mobile

Smartphone Only

Tablet Only

Smartphone & Tablet

Monthly Unique

User (in Mio.)

5.3 Mio UU 9.7 Mio UU 6.5 Mio UU 4.4 Mio UU 2.0 Mio UU


% of incremental mobile

user of total user



Best Practice Example - Finance

Sparkasse PayPal 1822direkt Comdirect Postbank

73%.65%. 14%. 21%. 9%.

Desktop only + Desktop & Mobile

Smartphone Only

Tablet Only

Smartphone & Tablet

Monthly Unique

User (in Mio.)



% of incremental mobile

user of total user



Mobile applications not just about incremental reach!

But also about reaching different groups of

consumers!


Devices do attract significantly different consumer groups!

Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Basis: Monthly User of Media Markt Website or App

(= 100) (= 100)

Index > 100 Index < 100

152

125

Example of different consumer profiles by device for:

Demographics

Lifestyles (Roper Consumer Styles)

Media Viewing Behavior

126 116

106

146

131

128

123

106


Apps for Gaming and Chatting only?


Reach without quality = wasted marketing investments

New UserNew User


Significant performance differences on User Quality!

Top 20%

Bottom 20%

Monthly Bouncer Share

Monthly Recurrent

User Share

Monthly 6+ Days

User Share

Monthly Duration

per User (minutes)

> 33%

< 17%

DB, BlaBlaCar,

Trivago, Fluege,

AIDA, FlixBus

< 16%

> 32%

<1%

> 9%

< 6 minutes

> 17 minutes

DB Navigator, Travelzoo,

T-Online Reisen, DB,

BlaBlaCar, Urlaubspiraten

Watch Out! Watch Out!

Base: 30 travel provider

Threshold

Threshold

Source: GfK Crossmedia Visualizer | Time Frame: Mar, Apr, May 2016 | Target Audience: Total Online Population

DB, BlaBlaCar, Airbnb,

AIDA, DB Navigator,

Booking.com

DB Navigator,

Urlaubspiraten, BlaBlaCar,

Secret Escapes, DB, Airbnb

Watch Out!Watch Out!


Significant performance differences on User Quality!

Top 20%

Bottom 20%

Monthly Bouncer Share

Monthly Recurrent

User Share

Monthly 6+ Days

User Share

Monthly Duration

per User (minutes)

> 56%

< 9%

Sparda-Bank, Dkb,

SOFORT, Deutsche

Bank, LBB, Ing-diba

< 36%

> 58%

< 1%

> 27%

< 3 minutes

> 29 minutes

Sparda-Bank, 1822direkt,

Sparkasse Finanzstatus,

Postbank, Deutsche Bank,

Norisbank

Watch Out! Watch Out! Watch Out!

Base: 30 financial services

Threshold

Threshold

Source: GfK Crossmedia Visualizer | Time Frame: Mar, Apr, May 2016 | Target Audience: Total Online Population

Deutsche Bank,

Consorsbank, Sparda-Bank,

Postbank, Ing-diba,

Commerzbank

Sparkasse Finanzstatus,

1822direkt, Sparda-Bank,

Postbank, Deutsche Bank,

Comdirect

Watch Out!


Apps can be tremendously successful in increasing user engagement!

Source: http://openscience.com/


Apps are already fully learned and adopted in user activities such as …

48 Mio. monthly

Unique User

1. Communication 2. Gaming | Gambling

… Mio. people do

use an App

88%.

% App usage share as

of total online usage

41

3228

81%. 40%.

of these

3. Social Networking

41 Mio. monthly

Unique User

46 Mio. monthly

Unique User



In Travel, apps do significantly increase user engagement

Across all Devices

Smartphone

for

Finance

69

61

32

37

15

145

46

132

137

8


17 x

times

41 Mio.

35.3 Mio.

15.0 Mio.

10.3 Mio.

7.3 Mio.

46 Mio.

30.7 Mio.

31.2 Mio.

29.6 Mio.

12.3 Mio.

Monthly unique user (in Mio.)

Monthly unique user (in Mio.)

for

Travel

Desktop

Smartphone App

Smartphone Browsing

Monthly Duration per User (in minutes)

Monthly Duration per User (in minutes)

2,5 x

times


Programmatic: what else?


From insights to strategic media planning

Tumblr

KickerHeise

Twitter

CHIP

Instagram

Bild.de

ComputerBild

Spiegel Online

Facebook

Helpster

Web.de

Urbia

Gofeminin

Pinterest

T-Online

Bunte

Familie.de

Brigitte

60

80

100

120

140

160

180

200

60 80 100 120 140 160 180

Net Reach Index Men <= 49 years

Net R

each Index

Wo

me

n <

= 4

9 y

ea

rs Younger

Older



Importantly, strategic media planning need to align with advertising format!

3,6

3,8

1,0

Desktop

Smartphone

Tablet

Unique User in Mio. Duration as % of total

29%

62%

9%

Desktop

Smartphone

Tablet

Total reach across

all Websites | Apps*7.2 Mio. Unique User

Women <= 49 Years

Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Women <= 49 Years

* familie.de, Pinterest, Urbia,

Gofeminin, Bunte, Brigitte


Summary & Q&A


Summary

1 Mobile First: depends on business area & on target groups

2Digital assets provide exciting opportunities for retailers and

manufacturers and service providers

3Mobile applications not just about incremental reach!

But also about reaching different groups of consumers!

4 Apps can be tremendously successful in increasing user engagement!

5Outlook: insights can be used for strategic media planning as well as

programmatic advertising.


Where the information is coming from – GfK Crossmedia Visualizer

Rich cross device insights for your business needs – at your finger print

Passive metered, behavioral data. For all devices.

Truly single source: cross-device measurement by

person.

Based on GfK Consumer Panels, thus direct link to

purchase, booking, etc. behavior

Comprehensive taxonomy of websites | apps by user

activity, website content and business context

Monthly, quarterly and bi-annual data reporting

Fully flexibility in slicing, dicing and grouping data

(by websites | apps, target groups etc.)

Web-based tool which gives easy to access data

and to use dashboard reporting's

Rich and custom target group information &

competitive insights

Unique data foundation Easy insights

You would like to receive a free test access to GfK Crossmedia Visualizer, restricted to two week, than please contact us!


How can I use cross-media insights?

Understand your target groups better

Conduct what’s relevant content for your target

groups

Work out together with your media agency deeper

insights for strategic (online) media planning

Evaluate cooperation partners regarding their

relevance for specific audiences

Check relevance and visitor profiles of e-

commerce sites

Find useful information about "general online

trends " or the relevance of Mobile and Apps

Build up benchmarks and best practice cases Link online usage KPIs with findings from own

web and competition analysis


Ihre Ansprechpartner

+49 40 5561 5927

Senior Director, GXL Solutions, GfK

Erk Maassen

[email protected]

+49 911 395 2748

Senior Consultant, Media Insights, GfK

Melanie Kühler

[email protected]


Vielen Dank für Ihre Aufmerksamkeit

Documents

Online Cross Device Usage - GfK · © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 6 Relevance of Mobile depends