Multiscreen-Nutzung in Deutschland
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1 Multiscreen-Nutzung in Deutschland Neue Wege der Messung zur Erschließung der Potenziale für Media und Marketing GfK Crossmedia Link (MEP) Florian Renz, Senior Product Manager Tracks Summit, Hamburg, 13. November 2014 GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
2 Did you ever ask yourself how often you unlock your smartphone each day? GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
3 Which websites or categories are visited while watching TV? GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
4 And how can we find out which devices are used - before people buy our products? GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
5 1 How do we measure GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
6 How we measure Crossmedia Link allows Single Source Analyses based on both media and purchase acts 1 TV Desktop / Fixed Line 2 12,500 individuals Only the ad relevant channels are measured. All devices are measured. Browser Add On: captures browser content 23,000 * * 6am to 1am 2,000 devices (Android/iOS) Leo Trace App: Captures mobile browsing and mobile app One-to-one linkage of media usage and purchase data of FMCG as well as various Durables categories. GfK Consumer Panels: * InHomeScanning: FMCG & Durables. In sub-panel: travel, finance etc. 3 Mobile & Tablets Consumer Goods 4 GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
7 All devices are available in one source: Insights on cross-device online usage are available today. Data Base: Measurement within GfK Crossmedia Link panel (MEP) Unique single source measurement of TV, Online and mobile GfK Consumer Panel Desktop Measurement fixed 23,000 individuals 14+ GfK Crossmedia Link (MEP Germany) TV Measurement 12,500 individuals Covering panelists purchase behavior, demographics, attitudes, magazines etc. Smartphone & Tablets 2,000 individuals GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
8 2 What we see GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
9 Opportunities for cross channel communication / second screen usage: two peaks in morning time and prime time Hourly distribution of usage time (share of usage within time slot on total) Desktop Mobile Tablet TV 14% 10% 6% 2% before 6h 10h 12h 14h 16h 18h 20h 22h 24h Source: GfK Media Efficiency Panel Germany (typical month in 2014). GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
10 Amongst Multiscreener: Smartphone usage outperforms desktop usage. 85% of mobile sessions are due to Apps + % duration share smartphone at total online, split by app & browsing Total online Smartphone Desktop at home 41% Smartphone 15% 59% Mobile app 85% Mobile browsing Source: GfK Crossmedia Link (MEP), June 2014; persons reporting desktop and smartphone usage; desktop@home; Smartphone total GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
11 Smartphones with high presence to users: 37 distinct apps and 50 different websites per month! Today s smartphone user unlocks his smartphone Ø 33 times a day uses Ø 37 distinct apps per month visits Ø 59 different websites per month Source: GfK Crossmedia Link (MEP) June 2014; Multi-Screener Sample. (= Measurement of internet usage on desktop and smartphone). GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
12 How to cross mobile and online in general with TV? GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
13 9% of the total TV time is simultaneously spent online, and even 33% of online time is spent in front of the TV Percentage of Total Online Time Base: Online Usage Time Percentage of Total TV Time Base: TV Usage Time Online + TV 33% Online + TV 9% 67% Online only 91% TV only Source: GfK Media Efficiency Panel, January GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
14 Obviously, simultaneous online usage is mostly unrelated to TV: ¼ of all ad break time is spent online + 22% Share of overlap time 9% 7% During TV Total During TV progam During TV ad breaks Share of Time - Simultaneous Usage during TV program & TV ad breaks Source: GfK Media Efficiency Panel, January GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
15 Socializing and Gaming is done frequently during TV time. Online Video is designated to exclusive online time. High Index: Socializing and Gaming is done frequently during TV time. 131 Online/ browser games 134 Social Community 143 Dating platform 84 Publisher / Retailer 81 Online Banking 47 Online Video / Radio Low Index: Online Video is designated to exclusive online time. High und Low Index during Simultaneous Online Sessions Source: GfK Media Efficiency Panel, January Index of website usage (duration) during simultaneous sessions vs. total onliners during January 2013 GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
16 Crossing Online with TV by the example of Facebook and YouTube: Incremental reach or combined contacts? High Facebook usage during TV time and hardly any YouTube usage. YouTube Facebook Under-Indexing during simultaneous usage Overall usage of respective website during Jan 2013 Over-Indexing during simultaneous usage Index: duration of website usage during simultaneous sessions vs. total usage Source: GfK Media Efficiency Panel, January Index of website usage (duration) during simultaneous sessions vs. total onliners during January 2013 GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
17 3 How you can use it GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
18 Three clusters how you can use the GfK Crossmedia Link Strategic Crossmedia Planning Crossmedia Efficiency Crossmedia Measurement Crossmedia Visualizer GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
19 Coming Soon: Audience data will be fed into GfK Crossmedia Visualizer* Available Features Extract Top ranking: websites & apps desktop + smartphone + tablet Websites & Apps: Category view & custom analysis By buyer target groups Dashboard starting point for analysis & navigation *Launch beginning 2015 Ask for an individual follow up! GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
20 Florian Renz Senior Manager ABS Media Solutions Office Hamburg T: GfK 2014 Tracks Summit GfK Crossmedia Link Florian Renz 13 Nov
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