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Last year’s World Cup was the setting for this study on measurement engagement, media consumption and brand purchasing / awareness. Learn about the benefits of mobile ethnography data; a longitudinal study on response rates and data quality throughout the tournament; and the challenges encountered with respect to media measurement in an era of on-the-go mobility.
Citation preview
Using Mobile Digital Ethnography to
Measure the 2010 World Cup
Justin T. Bailey, The Nielsen Company Sean Conry, Techneos E. Nicole Bensky Lorelle Vanno Karen Benezra Hala Makowska Michael Link
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The Evolution of Survey
Digital Ethnography at World Cup
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Surveying With Smartphones
•Advantages – In-the-moment data collection –
eliminates recall bias
–On-the-go data collection – increases survey coverage area
To optimize response, use short, spontaneous surveys
•Disadvantages –Mobile device = shorter attention span
(Callegaro, 2010)
• More break-offs than online
–Face obstacle of coverage error
• Difficult to reach populations without smartphones
4
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Nielsen’s Smartphone Past – Case Study
• Initial test of digital ethnography
methodology (Lai et al., 2009)
–10 day-panel measuring media
consumption
• Insightful qualitative interviews
–High compliance
–Alarms/reminders too loud and annoying
–Question formatting is important
–Anticipation bias: huge factor
–Phones could serve as incentive
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Smartphones in South Africa
Digital Ethnography at World Cup
6
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Smartphones in South Africa
•Smartphone penetration low in Africa
–Compared to other areas:
• Mobile Internet penetration is low
• Device Cost is high
• Service Cost is high
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Smartphones in South Africa
•Recent surge in mobile
penetration
–Lower cost phones
recently introduced
–60% of mobile users
have WAP enabled
phones (source: Yonder
Mobile Media)
Bottom Line: South Africa provided a new, unexplored space to
test smartphone surveys
8
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Measuring the World Cup
Digital Ethnography at World Cup
9
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Measuring the World Cup - Objectives
• Assess the engagement and excitement
• Measure real-time effects of advertising
• Measure out-of-home viewing
• “Tell a story” about experiencing the World Cup
• Improve previous Nielsen digital ethnography methodology
10
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Measuring the World Cup - Methodology
•428 Blackberry Curves
•4 cities; 4 languages
•35 Days of the World Cup
•5 Surveys a day; 3-5 min
• In-the-moment and
retrospective
•Varied questions per
day/daypart
•Randomized alarming
•Photos and captions
•Field Staff support
11
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Compliance Results – Success!
•84% of all surveys were completed
•No “fatigue factor” over time
•61% were completed in less than 10 min
•71% took pictures with captions
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 12
Engagement and Excitement Life360
Source: Nielsen Life360 South Africa
Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
56%
39%
34%
16%
15%
9%
19%
WORLD CUP
Drama / Soap
News
Reality
Sports
Sitcom
Other
What type of TV programming did you watch?
35%
23%
19%
9%
4%
6%
Music
News
Talk-show
WORLD CUP
Sports
Other
What programming did you listen to on the radio?
11 June – 11 July * excluding days without games
Typically Soap Operas and Drama’s attract the
biggest audiences in South Africa. These
genres were surpassed by the viewership of
the World Cup content during the tournament.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 13
54% 51% 50%
52% 52% 56%
48% 50%
47% 48% 51%
58%
52% 49% 48%
43%
50% 50% 51% 53%
49% 51%
50%
44%
56%
39%
28%
18% 16%
20% 21%
14% 18%
20%
15% 12%
28%
14% 12%
20%
15% 18%
11% 13%
23% 20%
7%
11% 9%
19%
0%
20%
40%
60%
80%
11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 2 3 6 7 10 11
In-Home
Out of Home
Watching the World Cup Out of Home
According to Nielsen Life360, an average of 18% of adults (16+) in South
Africa watched the World Cup on TV out-of-home with peaks on 11th and
22nd of June when their home team played against Mexico and France.
Daily World Cup Coverage (%)
Source: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+)
June | July
Life360
2nd match was on the public holiday and started at 20:30
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 14
Life360
70%
28%
46%
18%
TV in Home
TV Out of Home
19%
4.1%
4.0%
1.4%
11%
3.1%
2.3%
1.4%
Guests
Bar / Pub / Shebeen
Workplace
Fan Park
Total Audience (%)
World Cup Audience (%)
Source: Nielsen Life360 South Africa
Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
Watching the World Cup Out of Home
11 June – 11 July * excluding days without games
15
Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 15
World Cup Sponsors Life360
Source: Nielsen Life360 South Africa
Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
18%
16%
9%
5%
4%
4%
3%
3%
3%
2%
2%
Coca-Cola
MTN
Adidas
Sony
McDonalds
Nike
Visa
Hyundai
Kia Motors
Fly Emirates
FIFA
What brands stood out to you today?
11 June – 11 July
What ads have you noticed following sports today?
40%
33%
25%
23%
21%
20%
12%
11%
10%
9%
Drinks / Beverages / Beer
Cell phone / Network
Sports Wear / Equipment
Food / Restaurants
Banking / Financial Services
Cars / Car Products
Electronics
Airlines
Other
Don’t Remember Unprompted Prompted
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Purchasing Behavior – Food & Drink
Digital Ethnography at World Cup
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Page 17
Life360 Reports in RatingPoint
During the World Cup,
RatingPoint was available
online providing clients with:
Unique possibility to track daily
the Life360 results
(only with 2 days lag)
Graphical and tabular
representation of the results
according to selected targets,
variables and dayparts
18
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
A Glimpse Of Our Panelists – What you focused on right now?
Digital Ethnography at World Cup
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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Conclusions
Digital Ethnography at World Cup
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Conclusions
Digital Ethnography at World Cup
24
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Next Steps
•2012 Olympics – London
25
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Next Steps
2012 Olympics – London •Geofencing & Breadcrumbing •Barcodes •Video component •Development of standards – Incentive: Phone or Cash
–Supplied vs. Owned Device
– Interview Length
–Panel Length
–Surveys per day
–Wider randomization to overcome anticipation bias