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Title of Presentation
Copyright 2010 The Nielsen Company. Confidential and proprietary. 2011
Monica Bannan
VP of Mobile Media Nielsen
Don Kellogg
Director of Telecom Research & Insights Nielsen
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Title of Presentation
Copyright 2010 The Nielsen Company. Confidential and proprietary. 2011
Agenda The Rise of the Smartphone Why Android Matters Latest Android Usage Trends
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There was no iPhone, no Android devices Smartphone penetration was in the single digits (and they werent that smart) No Apps Phones were for phone calls
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More consumers are engaging in media rich activities than ever before
Year-over-year growth
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In Q2 2011, Android and iOS devices accounted for ~80% of all smartphone purchases in the US
Operating System Share of Recent Smartphone Acquirers
US Mobile Insights, National
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Who are you reaching on each platform? While iOS and Android are similar, significant differences exist
Age
by
OperaHng
System
5%
12%
17%
22%
27%
18%
Android
OS
6%
12%
15%
23%
27%
16%
5%
15%
20%
23%
24%
13%
6%
13%
17%
22%
26%
16%
18%
24%
20%
15%
13%
11%
Ages
65+
Ages
55-64
Ages
45-54
Ages
35-44
Ages
25-34
Ages
18-24
Android
OS
Apple
iPhone
RIM
All
OS
BlackBerry
OS
Smartphones
Feature
Phones
49%
51%
50%
50%
48%
51%
49%
50%
50%
52%
Female
Male
37%
33%
23%
22%
26%
Some HS or less
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Apple 28%
Samsung 2% Other 1%
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HTC 4% 12%
12%
20%
18%
25%
9%
Motorola 4% 9%
9%
17%
17%
34%
8%
Samsung 4% 14%
14%
21%
12%
25%
9%
Other
7%
19%
14%
21%
11%
19%
9%
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The market is the main vehicle of Android discovery iOS users are more likely to search by featured or recommended
Method
of
ApplicaHon
Discovery
Android
Market
Store
Searching
the
ApplicaHon
Store
a
Friend/Family
Third
Party
Website
Apps
PromoHng
other
Apps
Device
homepage
Newspaper/Magazine/Radio
Other
Television
AdverHsement
Carrier
Homepage
Email
Tips
from
my
Carrier
Sync
SoVware
(
iTunes,
etc)
19%
18%
12%
16%
11%
9%
9%
13%
7%
6%
7%
10%
6%
5%
4%
6%
3%
15%
iOS
App
Store
53%
46%
50%
66%
Category
Most
Popular
Apps
Specic
App
User
RaHng
Featured
App
App
Recommended
by
App
Store
Other
AlphabeHcally
8%
6%
4%
6%
7%
16%
15%
14%
21%
27%
26%
13%
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Ratings and reviews are an important source of information for the majority of Android users
Importance of Ratings & Reviews
Past 30 Day Android App Downloaders
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Metered measurement allows unprecedented levels of accuracy and the ability to innovate based on observation
Sometimes, customers are so accustomed to conditions that they dont think to ask for a new solution.
Spark innovation through empathic design Harvard Business Review November December 1997
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iOS and Android smartphone meters live and reporting audiences since January 2011
iOs"
Android"
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Manufacturers leverage the Android platform in different ways and engagement differences emerge on core device functions
Device Function Usage by Manufacturer
Nielsen Smartphone Analytics, June 2011
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Despite hundreds of thousands of apps, the top fifty account for majority of time spent
Proportion of Time Spent on Web vs. Apps
Web 33%
Top 10 43%
App 67% 41 - 50 3% 31 - 40 21 - 30 3% 4%
11-20 8%
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However, there is a lot of movement in the top 50; one in 5 apps in the July top 50 were not in the June top 50
Change
in
App
Ranking
-Top
50
Android
Apps
Smartphone
AnalyHcs,
June
-
July
2011
No
rank
change
12%
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Consumers use texting apps more often, but spend more time on Facebook
Number of Visits by Popular Apps on Android OS
Android US Panel, June 2011
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81% 67% 68 56
Google+
Twiber
Google+
Twiber
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35%
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Day in the Life: Smartphone in name only; time spent on calls is less than 3%
Time Spent Engaged with Handset
US, Android , July 18-24 2011
26
Minutes
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Usage reaches its As users wake up Later on in lowest point and begin the the morning around 4AM morning audience commute, unique numbers audience begins stabilize to rise
Prime time for app usage starts at around noon and continues until late evening
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In Summary
Smartphones are exploding Android and iOS are leading the way Not just a phone Smartphones are media machines The app space is dynamic Newcomers every month Syndicated, accurate metered measurement has been missing -- until now Let the race begin
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The Measurement
Syndicated Metered Metrics Advertising Effectiveness Sales Conversion
The Platforms
Operating Systems Manufacturer and Device Networks and Connectivity
The Landscape
Consumer Insights Market Understanding Strategy and Forecasting
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Thank You!
For further inquiries, please contact your Nielsen representative Visit our blog at: http://blog.nielsen.com/nielsenwire/category/online_mobile/ Don Kellogg Don.kellogg@nielsen.com Monica Bannan Monica.bannan@nielsen.com
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