Mobile apps are becoming increasingly important for reaching consumers and driving brand engagement. Nielsen's mobile research tools like MobileScan and Mobile Insights provide insights into mobile app usage, out-of-home purchasing behavior, and opportunities for brands. The data shows many Asian markets now have more smartphone than basic phone users, and consumers are spending more time with apps than mobile web. Forward-thinking marketers can use this information to enhance advertising, understand which apps and devices to focus on, and better activate brands throughout the consumer purchase journey.

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

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3. ACTIVATING APPS IN
MARKET RESEARCH
TO GROW BRANDS & BUSINESSES
Adrian Tan K L
30th January 2013

4. ABOUT ME
Created on www.wordle.net

5. LET’S TALK ABOUT …
Smartphone Revolution – so what?
Measuring your consumers’ BEHAVIOUR
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Capitalizing on their CONSUMPTION
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6. ASIA IS GETTING ‘SMARTER’
Smartphones outnumber Non-Smartphones in a number of APAC markets
Handset Types among Mobile Users (16-64 yrs)
28 33 41 42 49
70 72 73 75 81 % Feature
90 Phone Users
72 % Smartphone
67 59 58 51
Users
30 28 27
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
25 19
10
Singapore Korea China Hong Taiwan Vietnam Malaysia Thailand Philippines Indonesia India
Kong
% Android or
68 97 61 82 73 38 46 20 40 15 14 iOS users
Source: Nielsen Smartphone Insights 4

7. MOBILE APPS CONTINUE TO TRUMP THE INTERNET
Time Spent on Apps vs Mobile Web (USA)
18% Web
28% Apps
73% 82%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
2011
June 11 2012
June 12
Time Share shows a significant shift in favor of apps
Source: Nielsen Smartphone Analytics
Source: Nielsen Smartphone Analytics 2012 & 2011 5

8. CONSUMERS ARE DRIVING APPS MAINSTREAM
Growth (‘12 vs ‘11) of Mobile App Unique Audience (USA)
Android & iOS
Instagram added 13m
Photography 123%
users in the past year and
Travel 116% has grown 270% in the
past 3 months
Finance 105%
Communication 98%
News & Information 90%
In the past year,
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Commerce & Shopping 89% Amazon Mobile: +8m
users
Entertainment 85%
Amazon App Store: +6m
Total Mobile Universe 84% eBay: +5m
Social Networking 59%
Source: Nielsen Smartphone Analytics
Source: Nielsen Smartphone Analytics 2012 & 2011 6

9. APPS ARE ACCELERATING CONSUMERS ALONG
THE PATH TO PURCHASE
Comparing prices
online while shopping
in a store Purchase
33% 37% Scanning a barcode
to compare
Women prices/product info
Men 15% 22%
26% 18%
Searching for/using
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
online coupons
42% 33% 7% 9%
Browsing products
Paying for goods
through mobile web or
apps 24% 22% and/or services at
POS at a merchant
Purchasing products
Discovery
Source: Nielsen Mobile Insights
through mobile sites
or apps
7

10. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHERE’S THE MONEY?
8

11. FORWARD-THINKING MARKETERS EMBRACE
MOBILE TO DIFFERENTIATE
Drive Brand Awareness Grow Brand Connection Be Present in the
Customer Journey
CONSIDER THESE OPPORTUNITIES…..
Use mobile to ENHANCE today’s insights?
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
A CURRENCY for mobile usage?
Apps are great, but where’s the money?
9

12. YOUR GAME CHANGER: MOBILE APPS RESEARCH
NIELSEN MOBILE
SCAN
NIELSEN
INFORMATE
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MOBILE INSIGHTS
10

13. MOBILESCAN

14. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
HOW DO I TRACK THESE 32
IMPULSE CATEGORIES
FOR OUT-OF-HOME PURCHASES
Alcoholic Beverages Beer, whisky, and wine
Confectionery & Snacks Biscuit, candy, chocolate, cough lozenges, gum,
ice cream, mouth freshener, preserved fruit,
seasoned seaweed, seed, and snacks
Foods & Desserts Cake, cup yogurt, foods and desserts, instant
noodle, RTE bakery, RTE processed food, rice
porridge & soup.
Instant Beverages Instant coffee, tea, and tonic food drinks
Ready-to-drink Drinking water, fruit juice, functional drink, liquid
Beverages milk, other beverages, RTD tea & coffee, soft
drinks, sport drinks
12

15. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
HOMESCAN VS MOBILESCAN
Consumer Panel
HomeScan MobileScan
• In home barcode • Similar tracking but
scanner using mobile
• Tracks over 300K • Covers impulse
SKUs purchases
• Captures date, time,
basket size &
promotion
13

16. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
1 WHAT ARE CONSUMERS BUYING AND WHERE
2/3 of OOH grocery spend is on non-barcoded, heavy on Foods & Desserts
1/3 of purchases were done in Convenience Stores
Implications on Retail strategy for Planned vs. Impulse purchases.
% Share of Location % Share of Wallet Sample
Data
Hyper/Supermarkets
0% Convenience Stores Alcoholic
Beverages
3% 12% 15% Restaurant & Food Shops 4
6% Coffee & Bakery Shops & Ice Cream Ready-to-Drink
Parlor & Internet Shops Beverages
Personal Care/Pharmacy/Drug Stores 31
33% Instant Beverages
Others e.g. Bar & Night Club, Hotel,
31% etc.
Traditional Retail Outlets 54
Confectionery &
2 Snacks
9
Convenience Stores Foods & Desserts
Source: Nielsen MobileScan
14

17. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
2 WHO IS BUYING YOUR BRAND AND CATEGORY
Fruit Juice had low OOH penetration among Lower Income & Young Adults
Implications OOH advertising campaign strategy for specific target groups
% purchase penetration by demo
12 weeks ending Aug 12
Source: Nielsen MobileScan 15

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
3 WHAT’S IN, WHAT’S OUT?
Focus on OOH ads for categories with heavier OOH consumption.
% of consumption taking place Out-of-Home
Energy Drink (96%) RTD Tea & Coffee (89%) Chocolate (81%)
Heavy OOH
Above 80%
Pasteurized Milk (67%) Fruit Juice (66%) Biscuits (65%)
Medium OOH
61-80%
UHT Yogurt (57%) Instant Coffee(44%) UHT Milk (65%)
Low OOH
60% & less
16
Source: Nielsen MobileScan

19. MOBILE INSIGHTS

20. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
HOW INDIAN CONSUMERS USE THEIR
SMARTPHONES
TOTAL ACTIVE TIME
(Phone in use, both online & offline) 157 Minutes per day
Phone
Communication Entertainment Browsing Application
Management
43 mins 40 mins 43 mins 8 mins 24 mins
27% 25% 27% 5% 15%
16mins 7mins Phone 6mins Office 1mins
Call Games Navigation Packages
10% 5% 4% 1%
10mins 33mins 1 min Phone 2mins
Chat Multimedia Security
Features 1%
6% 21% 1%
1min 21mins
Connectivity 1%
Utility 13%
2mins
Email
1%
14mins
Messaging 9% Source: Nielsen Informate Mobile Insights, India panel
18

21. UNPARRALLELED SMARTPHONE METERING
CAPABILITY
On-Device Meter 24/7 Accurate
GENERATING INSIGHTS SINCE 2009
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
19

22. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
ONLINE APPS ARE A MEANS TO REACH
INDIAN ANDROID & SYMBIAN USERS
Smartphone Usage by OS
Time spent per day (min)
Offline
Calls & Messaging
Online Apps
Online Browsing
65
57
38 23 59
30 36
45 27
43 18
27
45
46 45 8
Minutes 27 18
15 6
Total Time Overall Android BlackBerry Symbian Windows Mobile
(mins) 157 193 122 145 59
Source: Nielsen Informate Mobile Insights, India panel
20

23. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
1 KNOW WHEN TO SPEAK TO YOUR CUSTOMERS
5-8 am 8-12 noon 12-4 pm 4-8 pm 8-12 midnight
Baby GO! Baby GO!
Bejeweled Twist
Blocked Traffic Free
Browser Browser Browser Browser Browser
Call Call
Camera
Connect Four Connect Four
Daily Horoscope
Messages Messages Messages Messages Messages
Blackberry Media Player
Voice Dialer
Video Recorder
Usage in 0.75 hrs 1.5 hrs 0.5 hr 1 hrs 2 hrs
period
USER PROFILE
Age 36
Day starts Gender F Day ends
5:29 am with Income 35-59K 11.12pm with
Browser Region Mumbai Incoming Call
Device BB Torch 8900
Source: Nielsen Informate Mobile Insights, India panel 21

24. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
2 FIND A NEW WAY TO REACH YOUR CUSTOMERS
1 in 3 people access Video Streaming content and 1 in 4 access
Mobile TV content
Promote products via streaming video websites or Invest in YouTube video
strategy
Source: Nielsen Informate Mobile Insights, India panel
22

25. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
3 NOT ALL APPS ARE EQUAL - REACH & USAGE
nexGTV app users spend almost 5 minutes a day on the app which is far higher
as compared to the users of any other TV app
Understand which app to advertise on or create content for
Source: Nielsen Informate Mobile Insights, India panel
23

26. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
4 CATCH ‘WINNERS’ EARLY
Top moving App on Android in the last 3 months ‘Saavn’ and ‘Skitch’
Promote products on “Saavn” and “Skitch’ apps. Exclusive tie up with winning
apps.
TOP MOVING APPS June Sept Nov TOP MOVING APPS June Sept Nov
Android market 82 92 95 Facebook app 68 76 71
Facebook app 55 69 66 Google Search by voice
app 30 38 41
Google Search by voice
app 31 42 47
Talking Tom Cat app 18 28 25
Talking Tom Cat app 19 30 28
Live wallPaper app 21 21 25
Skitch app - 0 10 P
Google+ app - 12 10
Saavn Music app
Google+ app
16
-
20
12
30
10
P Layar Reality Browser 16 10 10
News Hunt 15 8 10 Twitter App 12 12 9
Source: Nielsen Informate Mobile Insights, India panel
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27. LEARNINGS
IT’S NOT JUST THE APPS
IT’S THE PANELS
1+1 is >2
INTEGRATION IS KEY
LEVERAGING THE DATA:
AN (UN)EXPECTED JOURNEY
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BEYOND THE COMFORT ZONE:
BELIEVE IN FUSION
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28. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CAPITALIZE ON THE MAGIC OF MOBILE TO GET EVEN
CLOSER TO CONSUMERS
• WHAT CONSUMERS DO: Unlocking more of the customer journey
• WHAT THEY WATCH: Harmonization of cross-platform
measurement
• WHAT THEY BUY: In home & Out of Home Purchases
26

29. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Thank you
Adrian Tan
Email: adrian.tan@nielsen.com
Twitter: AdrianTanKL
27

30. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

31. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET