How US Smartphone and Tablet Owners Use Their Devices for Shopping | Nielsen Wire

How US Smartphone and Tablet Owners Use Their Devices for Shopping | Nielsen Wire.

May 3, 2012

According to a survey conducted by Nielsen in Q1 2012, the vast majority (79%) of US smartphone and tablet owners have used their mobile devices for shopping-related activities.  Smartphones are used more often than tablets for activities on-the-go: “Locating a store” (73% vs. 42% for tablets ), “using a shopping list while shopping” (42% vs. 16% for tablets) or “redeeming a mobile coupon” (36% vs. 11% for tablet owners).   However, tablet owners are much more likely to use their device for online shopping: 42 percent of tablet owners have “used their device to purchase an item,” compared to just 29 percent of smartphone owners.

One of the most popular activities among both smartphone owners and tablet owners is “researching an item before purchase” (66% for tablet owners vs. 57% for smartphone owners).  Comparatively few mobile shoppers have used their devices for payments (27% of smartphone owners and 28% of tablet owners), but that number is expected to rise in the years to come as more mobile payment systems roll out nationwide and U.S. consumers get more comfortable with the idea of mobile payments.


You Watch a Lot of Web Video. You Watch Way More TV. – Peter Kafka – Media – AllThingsD

You Watch a Lot of Web Video. You Watch Way More TV. – Peter Kafka – Media – AllThingsD.

But odds are much better that you:

  1. Watch a lot of Web video, and
  2. Watch a ton of TV.*

We’ve seen similar stats before, but always good to see a reminder. Today’s comes from Nielsen, which has a very cool looking “State of the Media 2011” report full of cool infographics.

This one, alas, is a tad more vertical than I’d like, but I’m a beggar. So here you go. Note that even you youngsters that watch the most video still put in more than 20x time watching TV (that’s real TV, not Netflix on your flatscreen, etc):

This data comes from Q2 of last year, and it’s self-reported, so it’s possible that it will change dramatically over time, and/or that it’s under- or over-counting one or more datapoints. [UPDATE: My mistake. Nielsen tells me the viewing and Internet data comes from their automated meters which track device behavior, not from self-reported surveys.]

But particularly because we’re about to enter a phase where we hear many loud pronouncements about The Future Of TV (more on that soon), keep in mind that The Present Of TV seems to work for lots of people. For some it’s the equivalent of a full-time job.

*And yes, I realize that some of you could be watching a ton of TV without paying for cable, because you’re getting free HD signals over the air. But my hunch is that’s a very small group for now.

Time for Television Ratings to Get Social – (Source: Read Write Web)

Time for Television Ratings to Get Social.

The start of the current fall television season has highlighted the importance of social media in driving awareness and tune-in for new and established TV series as audience consumption habits continue to fragment across device and social platforms.

With multiple apps being promoted by shows, networks and even TV service providers for checking-in to these broadcasts as well as fan pages and hashtags used to centralize the conversation around each episode, there is a growing need for audience measurement beyond the traditional Nielsen ratings.

The Nielsen Company is the de facto provider of the ratings system used to determine how the 60 billion in television advertising dollars are allocated amongst broadcast and cable network line-ups. The company relies on the behavior of 50,000 Americans across its sample of 25,000 households to extrapolate ratings for the nearly 115 million households with television sets in the U.S. The resulting ‘share’ of audience Nielsen attributes to each TV episode on a nightly basis ultimately effects which series get renewed orcancelled (for a great primer on how Nielsen’s TV ratings system works, check out this ESPN-style animated video on the topic from local Washington, DC creative agency JESS3).

Though with the number of households with television sets dropping for the first time in 20 years, on-demand video platforms taking viewing time away from traditional television and multi-tasking across multiple screens a growing reality, traditional means of measurement are failing to capture this evolving consumer behavior.

While Nielsen is working on ways to aggregate this distributed viewing audience through its “extended screen” initiative, the company isn’t measuring the actual activity on the social web occurring around the episodes being watched. This represents an opportunity for services that provide a platform for social engagement as well as companies that aggregate TV show-related conversations from across the Internet to address this information gap. While both Facebook andTwitter have their own media-related initiatives that allow fans to interact with one another as well as with the shows and their stars, neither network focuses on quantifying this engagement on an industry-wide basis.

Services like BuddyTV, GetGlue, Miso and Tunerfish, on the other hand, have been built in a manner that can address this need. Having ridden the check-in wave popularized by location-based service Foursquare, these event-based social networks (EBSNs) capture when consumers are tuning in to watch television and aggregating the activity being generated around each show within their respective apps and websites. GetGlue, the largest of these services, already has more users checking-in to the most popular shows on its platform than the size of Nielsen’s entire sample audience, making it statistically valuable to the ratings conversation.

Even though the demographic make-up of EBSN users is not representative of the overall U.S. population (which Nielsen does try to mirror in selecting its households), check-in services make up for this by highlighting the actual activity of the most desirable audience to advertisers (18 to 49 year-olds) and not just projections. For advertisers this represents a unique opportunity to target these consumers in a highly engaged environment by extending their TV advertising for particular shows to the equivalent social web channels and mobile devices. To bring the desired scale to this type of opportunity though, these social environments need to be aggregated somehow.

That’s where companies like Bluefin Labs, General Sentiment, Social Guide and Trendrr come into play by not only aggregating publicly available social commentary but filtering and normalizing this data from disparate sources (EBSNs, Facebook, Twitter, etc.) to identify the underlying sentiment of a broader range of web users. This provides a more complete view of the engagement associated with shows across the social web in real-time as well as beyond the initial airing time slot of each episode. The resulting findings might be just the data set necessary to become the de facto social television rating to rival Nielsen.

Even with Nielsen’s recent ratings calculation glitch, it’s unlikely that the company will be replaced as the ratings system for the television advertisers industry in the near future. But as audiences for traditional TV continue to disperse across more mediums and content experiences, the need to compliment the ratings discussion, and ultimately how advertising dollars are allocated, with additional data will only continue to increase. This creates an opportunity for actual engagement-related metrics to gain equal footing with passive stream and tune-in projections over time.

So how do we get there?

While results from a recent Nielsen study confirm the correlation between social activity and TV ratings, the opportunity for social television start-ups is in identifying and explaining the variations in popularity between Nielsen’s most highly rated shows and those series being discussed online and how to benefit from it.

The combination of tune-in and conversation activity make EBSNs the most compelling data set for social television ratings. The challenge is that the company that popularized the check-in, Foursquare, only recently passed 10 million users worldwide itself, a far cry from Facebook’s 150 million users in the U.S. alone.

For EBSNs to reach Facebook-like adoption, they need distribution and a more automated process for socializing around TV shows (beyond the manual download of apps and checking-in to services). While BuddyTV and Miso have partnered with AT&T’s television service offering U-verse, GetGlue and Miso have integrations underway with satellite television provider DirecTV that enables subscribers to check-in to shows through DirecTV’s remote control. Other companies, such as Dijit, are by-passing traditional TV service providers entirely and competing for consumers with their own universal remote that layers in check-in functionality.

What social analytic companies lacks in proprietary data, they make-up for in business model by already working with advertisers and media companies to help them understand the volume and sentiment of chatter occurring online about their brands and shows across the social web. Gaining access to data on an exclusive basis from EBSNs and other social communities would be a key differentiator in winning the battle for advertising and media clients- the same companies that subscribe to Nielsen’s television ratings data.

With so many companies vying for client dollars and mind share, the social analytics provider that can get the right media outlets partnerships to adopt and distribute their version of social television ratings can become the industry standard through sheer perception and market momentum.

Based on these factors, Trendrr, which launched a TV industry-specific real-time dashboard before the start of the fall television season could be that company. Considering Trendrr’s breadth of data sources (Facebook, GetGlue, Miso and Twitter) and how well they’ve embedded themselves into the online media landscape (partnering with the likes of AdAgeLost Remote and Mashable to distribute their data and findings), the company is best positioned to become the social television ratings provider of the future.

What are the most likely outcomes?

Absent Trendrr or another one of these start-ups gaining the necessary client or user clout to grow into the de facto social TV ratings provider, the most likely outcome for the companies with the most traction in this market is an acquisition.

If either Facebook or Twitter decided to focus on providing analytics as a value-add to their advertiser and media clients, they would make ideal acquirers of these types of companies.

For Facebook, adding a media-oriented check-in service to their massive user base would fit nicely with Facebook’s recentoverturns towards the television industry and turn the acquired ESBN into the immediate and undisputed winner in the social television data game. Twitter on the other hand would benefit from acquiring one of the leading social analytics companies, as it would fill a large analytics hole in their offering. Even though the company recently stated its intentions to stay out of the enterprise market, the opportunity might prove to be too lucrative to stay out.

Beyond Twitter, The Nielsen Company is a natural acquirer of a social analytics company since it compliments Nielsen’s existing ratings and research business. With the company having held an initial public offering at the beginning of this year, Nielsen also has the necessary capital to do this.

Beyond these entities, media companies and television platform could benefit from owning one of the EBSNs by leveraging these services to gain insight into user activity and drive additional tune-in for themselves or partners. Yahoo was the first to act on this, acquiring 12-week old IntoNow earlier this year and releasing an iPad app last week that integrates into Yahoo’s Connected TV framework. For GetGlue and Miso, who have raised capital from Time Warner and Google’s venture arm respectively, they already have likely acquirers in the fold.

That being said, with the variety of relationships GetGlue (most recently with FX) and Miso (mostrecently with Showtime) have established with different broadcast and cable networks it’s not out of the question that one of these media partners tries to acquire either company to be their underlying social TV platform. The engagement data would be very valuable to any company negotiating with advertisers during the “ upfront” season as a way to justify advertising rates (beyond Nielsen’s rating data) for the next television season or provide brands with a new way to advertise to their intended audiences (for an additional cost or as a make-good).

Stay tuned. This market will only get more interesting.

Young European Women Spent Most Time on Social Networks

Young European Women Spent Most Time on Social Networks.

A demographic analysis of time spent on social networking sites in five leading European markets (France, Germany, Italy, Spain and United Kingdom) revealed that females spent significantly more time on social networks than males across all age groups, during April 2011. Females aged between 15-24 years were the most engaged audience as they spent 8.4 hours on social networking sites, followed by 45-54 years old women with 5.5 hours which is double the time spent than men in the same age group during the month.

Average Hours Spent On Social Networking Sites in EU5

Mobile Users Want Personalized Services (Source: emarketer)

It’s no secret that mobile phone users have graduated from simple voice and text usage of their devices. eMarketer estimates more than 650 million people worldwide, or 13.4% of mobile subscribers, use the Web via a mobile device at least monthly in 2010.

According to a Tellabs survey conducted by The Nielsen Company, two-thirds of mobile users around the globe are interested in “smart” services that would feed them information based on personal preferences, location, time of day and social setting.

Mobile users expect these services from a variety of providers, including mobile operators, other Internet application providers, and a combination of many sources. Consumers placed significant trust in their mobile carriers in terms of protecting the information needed to provide smart services, and overall selected carriers more often than any other group as the “most appropriate” provider of services.

Best* Source of Location-Based Services (LBS)** According to Mobile Phone Users Worldwide, November 2009 (% of respondents)

Consumers’ expectations regarding smart location-based services closely mirrored their desires in other areas, such as news, media and entertainment content, where less than one-half named mobile carriers as the best source of information, followed by other Web providers and a combination.

When it came to shopping services, however, there was a notable difference: Mobile carriers dropped somewhat in importance, and advertisers became a much more prominent source of information.

Best* Source of Mobile Shopping Services** According to Mobile Phone Users Worldwide, November 2009 (% of respondents)

US marketers have already begun experimenting with exactly this type of smart shopping service. “Geo-fencing” provides personalized marketing messages to shoppers based on their location or proximity to a marketer’s store. 1020 Placecast, for example, piloted a ShopAlerts program that was embraced by mobile users:

  • 60% said the location-triggered messages were “cool” and “innovative.”
  • 79% claimed to be more likely to visit a store.
  • 65% made a purchase.
  • 73% were likely to use the service again.

Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% Year over Year

According to The Nielsen Company, global* consumers spent more than five and half hours on social networking sites like Facebook and Twitter in December 2009, an 82% increase from the same time last year when users were spending just over three hours on social networking sites. In addition, the overall traffic to social networking sites has grown over the last three years.

Globally, social networks and blogs are the most popular online category when ranked by average time spent in December, followed by online games and instant messaging. With 206.9 million unique visitors, Facebook was the No. 1 global social networking destination in December 2009 and 67% of global social media users visited the site during the month. Time on site for Facebook has also been on the rise, with global users spending nearly six hours per month on the site.


U.S. Growth in Average time Person on Facebook and Twitter Outpaces Growth of Overall Category
People in the U.S. continue to spend more time on social networking and blog sites as well, with total minutes increasing 210% year-over-year and the average time per person increasing 143% year-over-year in December 2009. Year-over-year growth in average time spent by U.S. users, for both Facebook and, outpaced the overall growth for the category, increasing 200% and 368%, respectively. Among, the top five U.S. social networking sites, continued its reign as the fastest-growing in December 2009 in terms of unique visitors, increasing 579% year-over-year, from 2.7 million unique visitors in December 2008 to 18.1 million in December 2009. However, month-over-month, unique visitors decreased 5%


Australia Leads in Average Time Spent per Person on Social Media Sites in December
When narrowed by individual country, with 142.1 million unique visitors the United States had the largest number of social media and blog users in December, followed by Japan, which had 46.6 million unique visitors during the month. Australia led in average time per person spent, with the average Australian spending nearly 7 hours on social media sites in December. The United States and the United Kingdom came in a close second and third, with 6 hours and 9 minutes and 6 hours and 8 minutes, respectively.

Country Unique Audience (000) Time per Person (hh:mm:ss)
United States 142,052 6:09:13
Japan 46,558 2:50:21
Brazil 31,345 4:33:10
United Kingdom 29,129 6:07:54
Germany 28,057 4:11:45
France 26,786 4:04:39
Spain 19,456 5:30:55
Italy 18,256 6:00:07
Australia 9,895 6:52:28
Switzerland 2,451 3:54:34
Source: The Nielsen Company

*Global data takes into account the following countries: U.S., U.K., Australia, Brazil, Japan, Switzerland, Germany, France, Spain and Italy

Les réseaux sociaux augmenteraient l’usage du courrier électronique (

En plein boom des réseaux communautaires tels que Facebook ou MySpace, plusieurs cabinets d’analyse estimaient que les communications sur internet seraient, à terme, modifiées et que l’usage du courrier électronique s’en verrait impacté.
Les experts du cabinet Nielsen Wire ont mené une expérience afin de vérifier ces prévisions. Pour ce faire, la population Internet a été divisée en quatre groupe dont les trois premiers sont d’avides utilisateurs de réseaux communautaires tandis que le quatrième groupe est composé de personnes n’utilisant aucun de ces services. Sur une période d’un an, Nielsen Wire a mesuré pour chacun des groupes, le temps passé à la gestion du courrier électronique. Afin de mettre en évidence d’éventuels impacts sur l’usage de l’email, ces temps de connexion ont ensuite été analysés.
En fin de compte, il apparaît que les utilisateurs de réseaux communautaires seraient également de plus grands consommateurs d’emails. Jon Gibs, vice-président du département Media Analytics chez Nielsen, explique : « quelque part cela fait plus de sens. Les sites sociaux tels que Facebook envoient des messages dans votre boite mail à chaque fois que quelqu’un commente l’une de vos publications, ou celle de quelqu’un d’autre que vous avez vous-même commentée. En fonction de vos paramètres, vous pouvez recevoir des messages sur pratiquement toutes les activités du réseau. » Il ajoute que si deux personnes se rencontrent au travers d’un réseau ils peuvent également établir une relation en dehors de ce dernier par exemple par téléphone ou par email.
Finalement le courrier électronique semble avoir de beaux jours devant lui.

Email consumption

MORE: Les réseaux sociaux augmenteraient l’usage du courrier électronique par

Web Shoppers Trust Customer Reviews Most

– Alex Palmer

Online shoppers trust the online reviews of strangers more than the recommendations of their friends, new research finds.
"Conversations Among Consumers," a new report from online retail marketer Ripple6 and the e-tailing group, finds that shoppers buying products on the Internet are influenced both by online social networking sites and face-to-face conversations with friends. But when it comes to whose opinions influence the shoppers, strangers have as much if not more impact than friends.
The survey, which drew on the responses of 1,000 online shoppers, found that while 46 percent of e-shoppers find value in product recommendations from their friends, 47 percent look to onsite customer reviews when making a decision.
Online consumers also look to expert information (43 percent), information from individuals they consider "like me" (40 percent) and product comparison tools (38 percent) to help decide what to buy.
Two-thirds (67 percent) of respondents spend at least one hour per week on social networking sites like Facebook and MySpace. Forty-three percent said they make purchases as a result of time spent on these sites. Sixty-five percent of respondents see value in connecting directly with other shoppers who bought similar products.
Representatives from the e-tailing group and Ripple6 believe these results point to consumers’ desires for more online communities where they can share recommendations and opinions about their purchases. In a statement, Ripple6 CEO Sang Kim said, "This research confirms that most of the things consumers find valuable are those delivered by community."

But friends still play an important role in influencing consumers. Eighty-three percent of online shoppers said they are interested in sharing information about their purchases with people they know, while 74 percent are influenced by the opinions of others in their decision to buy the product in the first place.

Web Shoppers Trust Customer Reviews Most

Social Networks & Blogs Now 4th Most Popular Online Activity (Nielsen Reports)


– Two-Thirds of Global Online Population Visits These Sites Each Month

– “Time Spent” on These Sites Growing Three Times Faster than Overall Internet Rate, Now Accounting for Almost 10 Percent of all Internet Time

– The Biggest Increase in Visitors to These Sites were 35-49 Year Olds

Now visited by over two-thirds (67 percent) of the global* online population, “Member Communities,” which includes both social networks and blogs, has become the fourth most popular category online – ahead of personal email. It is growing twice as fast as any of the other four largest sectors (search, portals, PC software and email), according to The Nielsen Company’s “Global Faces and Networked Places,” a comprehensive report published today revealing the new global footprint of social networking.

“Social networking has become a fundamental part of the global online experience,” says John Burbank, CEO of Nielsen Online. “While two-thirds of the global online population already accesses member community sites, their vigorous adoption and the migration of time show no signs of slowing. Social networking will continue to alter not just the global online landscape, but the consumer experience at large. This study explains why.”

According to the Nielsen report, Facebook – the world’s most popular social network – is visited monthly by three in every 10 people online across the nine markets in which Nielsen tracks social networking use. The UK market is where Facebook has its greatest reach (47 percent). Orkut in Brazil has the largest domestic online reach (70 percent) of any social network in these markets.

The report, available today, provides insights into the changing size and audience composition of the global social networking audience and the increasing share of Internet time for which it accounts. The report also analyses how the major players are faring and what advertisers and publishers can do to take advantage of the social network phenomenon.

Other key findings include: – One in every 11 minutes online globally is accounted for by social network and blogging sites. In the UK, these sites now account for one in every six minutes. – The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors during 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million). – Mobile is playing an increasingly important role in social networking. Nielsen found UK mobile Web users have the greatest propensity to visit a social network through their handset, with 23 percent (2 million people) doing so, compared to 19 percent in the US (10.6 million people). These numbers are a big increase over last year – 249 percent in the UK and 156 percent in the US.

“Social networking isn’t just growing rapidly, it’s evolving – both in terms of a broader audience and compelling new functionality,” says Alex Burmaster, author of the study and Communications Director across EMEA for Nielsen Online. “We felt compelled to analyze the state of the social networking market globally and consider what implications this has for our publisher and advertiser clients.”

Among the markets Nielsen measured, penetration of visits to social networks and blogs was highest in Brazil, where 80 percent of the online audience visits such sites. The share of overall Internet time for which social networks and blogs account is also highest in Brazil, where nearly one in four (23 percent) of minutes spent online is spent on these sites. Following Brazil was the UK, where over one in six minutes (17 percent) is spent on these sites.

Germany saw the greatest increase in penetration of social networks and blogs across 2008, from 39 percent of the online audience in December 2007 to 51 percent in December 2008 – an actual increase of over 12 percent points. Following Germany was the UK, where the sector grew from 59 percent to 69 percent – an increase of 10 percentage points

Social Networks & Blogs Now 4th Most Popular Online Activity, Ahead of Personal Email, Nielsen Reports

Media Companies Seek a Competitor for Nielsen Ratings –


Media Companies Seek a Competitor for Nielsen Ratings –


Media Companies Seek Rival for Nielsen Ratings


Published: August 14, 2009

For decades, media companies have been dissatisfied — often to the point of exasperation — with the audience information provided by Nielsen Media Research.

Mostly they have just complained. Now they want to do something about it.

Quietly, over many months, several of the biggest companies in television and advertising have held discussions about forming a consortium to back what could become a competitor to Nielsen, the firm that has provided television ratings for more than half a century.

The group includes the owners of the four major broadcast networks; cable channel operators, including Viacom and Discovery; three of the country’s biggest-spending advertisers, Procter & Gamble, AT&T and Unilever; and two of the biggest advertising agency holding companies, GroupM and the Starcom MediaVest Group unit of the Publicis Groupe.

The plan was first reported by The Financial Times.

Propelling the formation of the consortium is the need for more precise and accurate measurements, particularly as more consumers watch TV on the Internet and mobile devices. The recession has intensified the urge among advertisers and media companies to gather better ratings information to increase effectiveness, as well as efficiency. About $70 billion annually is spent on television advertising.

Representatives of several of the companies said that NBC was the driving force behind the initiative and that its research president, Alan Wurtzel, a longtime critic of Nielsen, was the individual most responsible for pushing the idea.

The plan for the consortium, still not completed, according to representatives of several of the firms, would call for the creation of a new audience measurement service that would account for the transmission of programming and advertising across television, Web sites and mobile devices. The consortium would invite bids from outside firms to provide the service.

No timetable has been established for initiation of the plan, though the companies would like to announce their agreement sometime in the next month.

Any viable new rating service would likely be “years down the road,” a senior executive at one of the media companies said. It would very likely be expensive.

Karen Gyimesi, a spokeswoman for Nielsen, said the company “would not comment on something that has not yet been announced.” Nielsen itself is trying to prove that it can provide the new information that the media companies seek, and one of the media executives said Nielsen could be among those invited to try to establish a service.

Representatives of the companies involved declined to comment on the record. Some said they could not comment because the deal was not complete, and some of those mentioned as participants had not yet formally signed on. Others said their company lawyers had prohibited comment until all legal issues had been resolved.