Presented by Andreas Piani, General Manager Mobile EMEA, Nielsen Audio & Kay Schneemann, Head of Digital Research, Gruner + Jahr at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

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3. MEDIA & ASSOCIATION PARTNERS
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4. LINKING INDIVIDUAL
CUSTOMER JOURNEYS TO
QUANTITATIVE PASSIVE DATA
TO MEASURE THE BEHAVIOR OF USERS OF
NEWSPAPER AND MAGAZINE APPS
A CASE STUDY WITH

5. Copyright ©2013 The Nielsen Company.
ABOUT NIELSEN, AND NIELSEN AUDIO
»On the 30th September, Nielsen completed the acquisition of
Arbitron, which became Nielsen Audio
» The two companies’ mobile measurement businesses are
being integrated
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6. Copyright ©2013 The Nielsen Company.
ABOUT NIELSEN AUDIO’S MOBILE SERVICE
» We use a pioneering device-based research
application to investigate real usage of
Smartphones and Tablets
» Real-time user behaviour, technical data and
qualitative feedback are collected at the point of
convergence, in the actual usage context
» Our insights help our clients to understand the
consumption patterns of their customers – and to
engage with them more successfully
» We are a leading mobile analytics vendor, with the
greatest number of KPIs across operating systems
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7. Copyright ©2013 The Nielsen Company.
ABOUT
…………..
» Gruner + Jahr is the largest European publishing firm, based in
Hamburg. It publishes approximately 285 magazines and
newspapers in 22 countries
» G+J Electronic Media Sales is the company’s ad sales division
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8. Copyright ©2013 The Nielsen Company.
PANEL SELECTION
The G+J Medientrend Online Access Panel has about 7,000
members who use their smartphone at least occasionally to
access the internet
The EMS Mobile Panel is a sample of 1,024 persons out of
these with an age and gender structure that corresponds with
that of the AGOF mobile facts study.
 passive, measured data was recorded 24/7 over a period of 4
weeks, via Nielsen Audio’s tracking app.
 Market research company d.core GmbH provided the “privacy
firewall”, and data & location information analysis.
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9. Copyright ©2013 The Nielsen Company.
PANELIST PRIVACY AND ANONYMITY
» Panelists were asked to opt in to a Privacy Policy specific to
this project, and to the general EULA for the research app.
» Privacy policy is compliant with DE / EU privacy regulations,
and with MRMW / ESOMAR Guidelines.
» No correlation between individual Panellist's identity and
measured behaviour available to G+J EMS, as Arbitron Mobile
and d.core acted as “firewalls”.
» Select representative Individual Customer Journeys were part
of the research results, but in anonymised form.
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10. SELECTED OVERALL RESULTS
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DISTRIBUTION OF PANELIST ENGAGEMENT
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DAYPART USAGE – ALL NEWS & INFO APPS
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DAYPART USAGE – NEWSMAG APPS
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DAYPART USAGE – INFO PRIME-TIMES
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APP / WEB USAGE CROSSOVER
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WEB USAGE – REFERRER ANALYSIS
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CONTEXTUAL SURVEYS
PANELIST CONCENTRATION DURING USAGE
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CONTEXTUAL SURVEYS
RECEPTIVENESS TO ADVERTISING
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19. INDIVIDUAL CUSTOMER JOURNEYS
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A SAMPLE PANELIST TIMELINE
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G+J MEDIENPANEL SEGMENTATION
Enthusiasts
18%
Experienced pragmatists
24%
Most intensive users:
socialising and shopping
Save time in everyday life and
at work
Young experienced
leisure users
28%
Established
30%
Entertainment rather than
consumerism
Infrequent users with high
purchasing power
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G+J ”ENTHUSIASTS”
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”ENTHUSIAST” SAMPLE DAY
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G+J ”YOUNG EXPERIENCED LEISURE USERS”
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”YOUNG EXPERIENCED LEISURE USER” SAMPLE DAY
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G+J ”EXPERIENCED PRAGMATIST”
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”EXPERIENCED PRAGMATIST” SAMPLE DAY
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28. Copyright ©2013 The Nielsen Company.
G+J ”ESTABLISHED”
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”ESTABLISHED” SAMPLE DAY
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30. Copyright ©2013 The Nielsen Company.
CONCLUSIONS
» Analysis of the data showed that good correspondence with
four G+J Medientrend segments
» The study gave pointers on changing media use and on
possible optimisations of the apps and mobile websites in the
portfolio of G+J EMS
» G+J learned a lot more about the segments’ usage of mobile
devices, resulting in more targeted advertising
» The results were also used in communications and marketing
initiatives targeted at advertisers
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31. Andreas Piani
General Manager Mobile, EMEA
Nielsen Audio
andreas.piani@nielsen.com
Kay Schneemann
Head of Digital Research
G+J EMS
schneemann.kay@ems.guj.de

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PREMIERE SPONSOR
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33. MEDIA & ASSOCIATION PARTNERS
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34. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET