ZOKEM 360° INSIGHTS™Interpreting the Mobile Audience – Case Study from the US

Interpreting Life

Measure Monitor

Analyze Benchmark

ZOKEM VISION

Every Day Life

Zokem uses

smartphones to

open a window into

people’s daily life,

using passive

on-device

measurements and

Actions

MOBILE MEDIA TRACKER™

Is everywhere where

consumers go

measurements and

on-the-spot

interaction to

interpret consumer

behavior and

mobile

consumption

24/7

A Full 360°View on Consumers

Mobile InternetMedia & Music

Life Patterns & Emotions

With Zokem You

Get Access to

Consumer’s

Life both Online

and Offline

COMPLETE VIEW

View on Consumers

Applications

Device &

Technical data

Movements

& Places

Communications

24/7 Access to

People’s Context,

Behavior and

Opinions

LIFE

• Meetings

• Movements

• Sleeping

ON-DEVICE METERS: 51 OBSERVERS

DEVICE

• Device features

• Applications

• Camera

• GPS

• Calendar usage

• Games

• App stores

• Application installations

• Maps and navigation

• User interface activity

SOCIAL

• Calls

• SMS

• MMS

• Email applications

• Social networking

• Webmails

• Instant messaging

• VoIP

MEDIA

• Music

• Video

• Radio

• Gallery

• Youtube

• Imaging

• Search

• Mobile TV

• Sleeping

• Wake-ups

• Travels

• Status

• Keypresses

• Roaming

• Charging

• Battery & power

• Memory usage

• File systems & storage

• USB

INTERNET

• Search words

• Data applications

• Streaming

• Wifi

• Web browsing

• URL click-streams

• Page facetime

• Throughputs

• Page visits

• Browsing content types

• Data volumes

• Network access technologies

• Session-level statistics

CONTEXT & NETWORKS

• Profile changes

• Locations

• In-building locations

• Nearby people

• Signal strengths

• Dropped calls

• Network technology

• Coverage

• Accelerometer

• NO IMPACT ON BATTERY LIFE OR DEVICE SPEED

• DATA SENT PERIODICALLY TO OUR SERVERS

Apps combined make up to 585 monthly usage minutes, web usage is

about 42% lower in terms of daily engagement

Smartphone usage activity per category

585

669

770

500

600

700

800

Avg. Minutes per

User per Month

-42%

341

0

100

200

300

400

500 -42%

WebApps (excl

voice, messaging,

browser)

VoiceMessaging

Voice call, browsing and SMS & MMS have extensive user penetration

and significant facetime

Applications & Device Features

Reach, frequency, engagement

20

25

30voice call

SMS&MMS

Avg. usage days / month

email messaging browsing

Size of bubble = Average face time per user per month

0

5

10

15

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100

weathervoip

video online

video

utility generalsports

social networking general

security

search

push-to-talk

productivity

portal

photo and video

news

music online

musicmaps

LBS

% used

gaming

entertainment general

commerce

clock

IM calendar

calculator

appstore

adult

camera

Email, gaming, music and video content is consumed more using native apps;

News is the most popular consumed content over web

Smartphone usage - web-based usage vs. app usage

3535

0

74

51

37

80

49

12

0

20

40

60

80

100 Share of panelists

used these

categories of

native apps %

Apps

0411

2123

7477

9192

0

20

40

60

80

100

Share of browser

users used these

web-based apps %

Mobile

Web

0

adult

content

music

online

news gaming video

online

social

networking

commercesearch email

Finance, news, search and social sites are accessed by >70% of browser users

6

8

10

Avg. usage days

/ month

social networking general search

news

finance &entertainment general

email messagingcommerce

adult entertainment

Web Browsing

Reach, frequency, engagement

0

2

4

0 10 20 30 40 50 60 70 80 90 100

voip

sports

% browser

users

security religion

portal

music online

gaming finance &

company

web sites

entertainment general

education

appstore

utility general

Size of bubble = Average page hits per user per day

Google web site is visited by 86% of browser users

Top mobile Internet domains – percentage of browser users %

Tried but not active usageWeekly users

about 13

usablenet 15

go 16

youtube 23

amazon 29

yahoo 36

wikipedia 41

facebook 69

google 86

ebay 9

quickoffice 11

blogspot 11

bit 11

aol 11

accuweather 11

craigslist 12

cnn 12

weather 13

twitter 13

about 13

imdb

yelp

10

10

Wifi is only 13% of mobile data usage – data plans drive significant usage

Mobile data usage – Wifi users vs. Cellular users (data

volumes)

Wifi

13%118

3140

60

80

100

120

Avg. MB/user/

month

Wifi

767

381400

600

800

Avg. MB/user/

month

Cellular

Cellular

87%

31

20

20

40

75%

percentile

50%

percentile

25%

percentile

141

0

200

75%

percentile

50%

percentile

25%

percentile

Total traffic volume breakdown in the panel

Passive metering – no questionnaires or interaction needed

KEY BENEFITS OF ON-DEVICE METERING

Panel-based – no shortcomings of web/server/gateway logsPanel-based – no shortcomings of web/server/gateway logs

360-degree view – no gaps in behavioral tracking

CONTACT

Zokem helps strategic partners from the wireless and media industries to better monetize on user data by providing actionable 360-degree insights on consumer behavior with on-device measurements.

Zokem – Interpreting LifeZokem – Interpreting Life

CHECK OUT SOME OF OUR INSIGHTS:

http://www.zokem.com/category/mobile-insights/