Research: Online video growing but Millenials still watching trad TV

I’ve just been flicking through the latest comScore US TV report and a couple of things jumped out

1. The idea that Millenials (18-34 yrs) don’t watch traditional TV is not entirely right. Yes the trad TV numbers are decreasing and viewing is shifting to mobile devices but it’s about a 1/3 of users and there is still a significant audience on the big blue bar. 

2. The main driver for watching TV content on the internet is schedule flexibility and convenience. Skipping ads and cost were are lesser factors in this study

The recommendation from Omnicom to move 10-25% of TV ads dollars to online video sounds ballparkish sort of right (depending on your audience and product type yada yada of course) and remember that customers are following the high quality content so they might be watching full episodes online and on traditional TV.  

full report if you want to have a look: US total video report October 2014


Social and search lead US Top 15 Smartphone Apps list

Of all the millions of iOS and Android mobile apps that US humans could possibly want to choose with their own freewill to put on their mobile phone communications device that number one app is -- Facebook.  Just stop and have a little think about that. People have Facebook in their pocket. Now scroll down the list of the other 14 apps on the list. What do you see? A lot of Google. So search. Search and social. Instagram, Twitter. Social. Maps and discovery. Music and entertainment, YouTube, Pandora. Plus the amazing Yahoo weather app that you should have on your phone just for looking at the tiny windmills on because it's really pretty. Information. 

Search, social and mobile are all great little friends from a customer perspective, it's just the companies that haven't quite figured out how to make money off all this new behaviour so keep that in mind when you get a bit gimmicked out with omni-channel social contextual programmatic realtime demand bidding. The customers are there and they are active. Figuring out how to get the best information to them and how to do something useful with all the search and social signals is the challenging part. 

Facebook ranked as the top smartphone app, reaching 75 percent of the app audience, followed by Google Play (51.8 percent), Google Search (49 percent) and YouTube (48.8 percent) Comscore May 2014

Nielsen finds 35 million eyeballs and Tony Abbott refinds a plane

Australia is good at finding things this week. Prime Minister Tony Abbott has re-found the missing Malaysian airlines plane for about the third time and Nielsen have found an additional 2 million internet users. Hooray.

How do you find 2 millions online users?

You change the methodology. It’s all part of a move from publishers and advertisers to guarantee audiences and make sure that your ads aren’t being served to a billboard in the middle of the Sahara with nobody watching.

Mobile and real-time are the tricky things to measure and Nielsen are claiming their future proofing will result in greater accuracy for daily audience numbers and mobile audiences. A mobile and tablet panel is part of the solution with the IAB (which you thought they would have already had wouldn’t you?) but you know, big giants move slow I suppose. 

Why now?

Well the tender is up for the IAB Australia contract-aha!-so Nielsen are battling it out with ComScore to be the measurement standard and thus the currency for ad buying and selling. It’s like DogeCoin but for ads. 

So the new Australian online audience number is [drumroll] 17.5M -you might see a jump in total audience size across media but it shouldn’t affect the reach numbers. 


Social media number one online activity in Australia

Typical hour of online activity based on Australia’s internet usage in October 2013.

  • No surprises that Social Media is the number 1 online activity taking up 6m 30s in every hour or more than 10 percent of time. Services which includes email, online chat, messengers amongst other activities adds another big chunk to social time.
  • The next two big categories are entertainment and portals with 4m 36s and 4m respectively. Just three years ago these two segments took up more than 40 percent of online time.
  • The other popular categories in the top 10 include News/Information, Search, Retail, Games, Business/Finance and Lifestyle.

data via comScore MMX

What metrics do I use to measure tablet audiences?

Adobe have started releasing their new audience metrics for Digital Publishing Suite. While the reporting tools are obviously for their own software, the methodologies move us closer to industry standards in measuring digital audiences as part of the Digital Edition Standardisation Initiative (DESI).

Big publishers and media companies are the main users for DPS enterprise software, optimising and reporting for media agencies and ultimately, advertisers. 

So if you've produced an iPad edition of your publication Zoonooz, you can get closer to showing how many readers their are, how many times they've opened the app, how long they've spent on the app, and then a breakdown per reader. 

It may sound kind of simple but it's the standardisation race that's the most important thing to watch as media companies tend to massage audience figures to try and keep their dying print magazine titles afloat in the tablet promised land. 

Comscore launched it's Media Metrix multi platform product in March this year. Nielsen came out the following month with their online campaign ratings solution

There are various marketing materials and videos you can watch to see all the reporting tools and swizzy dashboards but I think the methodology document is a good place to start so you can understand how the audiences and measures are being defined before you watch yet another data visualization of people consuming data at different times of the day using multiple devices-yes we get it. 

I think it's a lot better if you can put on an advertiser hat and think "I'm a bank and I want to launch my new home loan product to first home buyers. What digital media products should I be advertising on for our tablet customers? Do our customers read Zoonooz? Should we run some ads in there? How do we know who is reading and what they're reading?"

Once you have the information that you need to see you then need to compare across other publications. How do they measure their audiences?  There's still a long way to go if we want a full view of individual customers (social data anyone?) but locking in the core digital audience borders and definitions is the best place to start. 

Here is the description of 4 Standard Audience Metrics on DPS Baseline Analytics (beta) portal:

Accumulated Readers
Shows total “unique” readers that are entitled to the folio, have downloaded the folio and opened it at least once.

Accumulated Sessions
Shows total sessions i.e. visits by readers that are entitled to the folio, have downloaded the folio and opened it at least once.

Accumulated Time Spent Per Reader
Shows average time spent in the folio per reader that is entitled to the folio, has downloaded the folio and opened it at least once.

Accumulated Sessions Per Reader
Shows average sessions per reader that is entitled to the folio, has downloaded the folio and opened it at least once.

Samsung and Android continue US mobile dominance

With Apple's prowess in marketing it's easy forget what a critical role the carrier plays in manufacturer and platform market dominance. 

Google touts 'choice' as its big advantage over Apple with more carriers, manufacturers and handsets. 

Recent survey data from comScore shows that Samsung is still the leading OEM brand in the US market with 25.6% of US mobile subscribers, followed by LG and then Apple. 

Google Android is the number one smartphone platform with over the half the market share (Apple has just over one third). 

 

Top Mobile OEMs
3 Month Avg. Ending Jul. 2012 vs. 3 Month Avg. Ending Apr. 2012
Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+
Source: comScore MobiLens
  Share (%) of Mobile Subscribers
Apr-12 Jul-12 Point Change
Total Mobile Subscribers 100.0% 100.0% N/A
Samsung 25.9% 25.6% -0.3
LG 19.2% 18.4% -0.8
Apple 14.4% 16.3% 1.9
Motorola 12.5% 11.2% -1.3
HTC 6.0% 6.4% 0.4

Smartphone Platform Market Share

More than 114 million people in the U.S. owned smartphones during the three months ending in July, up 7 percent versus April. Google Android ranked as the top smartphone platform with 52.2 percent market share (up 1.4 percentage points), while Apple’s share increased 2 percentage points to 33.4 percent. RIM ranked third with 9.5 percent share, followed by Microsoft (3.6 percent) and Symbian (0.8 percent).

Top Smartphone Platforms
3 Month Avg. Ending Jul. 2012 vs. 3 Month Avg. Ending Apr. 2012
Total U.S. Smartphone Subscribers Ages 13+
Source: comScore MobiLens
  Share (%) of Smartphone Subscribers
Apr-12 Jul-12 Point Change
Total Smartphone Subscribers 100.0% 100.0% N/A
Google 50.8% 52.2% 1.4
Apple 31.4% 33.4% 2.0
RIM 11.6% 9.5% -2.1
Microsoft 4.0% 3.6% -0.4
Symbian 1.3% 0.8% -0.5