Using mobile digital ethnography to measure the 2010 World Cup' - The Nielsen Company and Techneos (Mobile Research Conference 2011)

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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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

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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

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Smartphones in South Africa


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•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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•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

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Measuring the World Cup


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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

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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

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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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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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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 (%)



Watching the World Cup Out of Home

11 June – 11 July * excluding days without games

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World Cup Sponsors Life360



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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Purchasing Behavior – Food & Drink


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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

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A Glimpse Of Our Panelists – What you focused on right now?


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Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Ethnography at World Cup

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Conclusions


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Conclusions


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Next Steps

•2012 Olympics – London

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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

Technology

Using mobile digital ethnography to measure the 2010 World Cup' - The Nielsen Company and Techneos (Mobile Research Conference 2011)