The Age of ipad New Insights about Market Research with an ipad-panel

Transcription

1 The Age of ipad New Insights about Market Research with an ipad-panel Anja Manouchehri, Daniel Rieber March 6th, 2012

2 More than One Mill. Germans have a Tablet PC 1,4 Mill. 4,3 Mill. population in total 2% 7% 14 to 19 years old 20 to 29 years old 30 to 39 years old 40 to 49 years old 2% 2% 3% 3% 13% 11% 7% 7% smartphone owner mobile internet user 8% 8% usage 19% 20% plan to purchase Source: ACTA 2011, basic population: german-speaking population in germany between 14 and 69 years old, 9043 respondents 2 The ipad-age New Insights about Market Research

3 Increasing Importance of Tablets due to Availability of Cheaper Tablets ipad 1: approx. 500 $ Amazon s Kindle Fire: 199 $ ipad 2: approx. 500 $ Barnes & Noble s Nook Tablet: 249 $ % of Adults in USA who own Tablet Computers 3% 4% 5% 8% 10% 10% 19% May-10 Sep 10 Nov 10 May-11 Aug 11 Dec-11 Jan 12 Source: Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period, Pew Research Center s Internet & American Life Project, The ipad-age New Insights about Market Research

4 The ipad Initiates a New Age Dr. Mathias Döpfner Initiative to establish digital paid media content First Mover: During the launch of the ipad Axel Springer already provided the first Media-Apps: DIE WELT and THE ICONIST and the first german Kiosk-App ikiosk. 4 The ipad-age New Insights about Market Research

5 The Current Situation Insufficient Knowledge about: Increasing importance of tablet-pcs for media-usage New range of media-products New possibilities for media-marketing ipad-usage in general and app-usage in particular Expectations, opinions and structure of ipad-users Acceptance of and impact on advertising 5 The ipad-age New Insights about Market Research

6 The Media Impact Panel In spring 2011 Axel Springer and Interrogare launched an ipad Panel 6 The ipad-age New Insights about Market Research

7 Recruitment of the Panelists active panelists Recruited from the digital portfolio of Axel Springer Invitation of a random sample of ipad users on the website and within the apps Short motivation surveys with an Opt- In via registration 7 The ipad-age New Insights about Market Research

8 The Panel App Exclusive download of the app via the Apple App Store The app provides a survey overview Reaching the panelists via pushnotification on their device Touchscreen-optimized questionnaires within the app 8 The ipad-age New Insights about Market Research

9 The Panel System Incentive via an integrated scoring system (voucher / donation) Providing a Panel Website as a central point of contact 9 The ipad-age New Insights about Market Research

10 A new Approach in Market Research Reaching the hard-to-reach target group of tablet user Providing an authentic survey situation on the ipad without media discontinuity Establishing an exclusive and emotional connection to the panelists Achieving high response-rates (approx %) Conducting 80 % of the interviews within the first 3 days of field time 10 The ipad-age New Insights about Market Research

11 The Tablet is an Essential and Permanent Companion 78% 53% For of the respondents the ipad already is indispensable. of the respondents carry their ipad (almost) always wherever they go. Place of Usage: at home on the sofa at home in bed at home at the dining/kitchen table at home at the desk at work/at university outside (in the park, garden, on the beach) in the train/underground/bus at a friend s home in the airplane as passenger in a car in coffee shops/bars/restaurants in the waiting room (doctor/authority) 73% 65% 54% 46% 43% 43% 42% 37% 36% 34% 31% 96% Source: ipad-panel of Axel Springer Media Impact 11 The ipad-age New Insights about Market Research

12 Using the ipad and Watching TV at the Same Time What users do while using their ipad: watching TV during TV-advertising 52% 31% 17% watching TV during TV-program 41% 47% 12% listening to the radio 22% 43% 35% using the PC/notebook 10% 44% 46% reading a newspaper 7% 16% 78% reading a magazine 5% 21% 74% often here and there never Source: ipad-panel of Axel Springer Media Impact 12 The ipad-age New Insights about Market Research

13 Outlook After the first year of experience with the ipad-panel we will establish it as a long-lasting instrument. We plan to conduct 10 to 12 surveys this year. interviews will be enriched with technical measurements in apps the panel will be extended to users of android tablet computers additional methods to explore usage of tablet computers and apps will be tried and applied 13 The ipad-age New Insights about Market Research

14 Thank you! Anja Manouchehri Market Research Daniel Rieber Head of Onsite & Mobile Services Axel Springer AG Axel-Springer-Platz Hamburg Tel. +49 (0) anja.manouchehri@axelspringer.de Interrogare GmbH Rosenthaler Str. 42 D Berlin Tel. +49 (0) daniel.rieber@interrogare.de 14 The ipad-age New Insights about Market Research