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1© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Online Cross Device Usage –
Best Practice Insights for Travel, Finance & Energy
GfK Digital Webinar – 8 September 2016
Referenten: Melanie Kühler | Erk Maassen
2© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
What you can expect …
… our insight parkour for the next 45 minutes
1. Mobile First?
2. Cross-Device
User Growth?
3. Apps for
Gaming &
Chatting only?
4. Programmatic:
what else?5. Summary
& Q&A
3© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Mobile First?
4© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
“Mobile First”, always and everywhere?
Mobile
Advertising
Apps supporting
selling | marketing
your products &
services
Convenient
mobile Payment
“Mobile 1st”
website design
Easy mobile
Shopping
Targeting
Touchpoint
integration
5© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Understanding online behavior via website classification
Online Content Business Context
Classification based on
the main type of content
of a site
To provide meaningful insights into online usage behavior, GfK developed
proprietary website taxonomy. All relevant websites are classified for three dimensions
User Activity
Classification based on
user's main activity when
accessing a site
Classification based on
the main business
context of a site
6© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Relevance of Mobile depends by User Activity
44 55 558
21%
46%
82%
Money Management Price / Product comparison Gaming / Gambling
Online Usage
Total (in minutes)
Mobile 1st?
Must Have
Mobile 1st?
Probably
Mobile 1st?
Not Really
* Tablet & Smartphone
% mobile* usage
share as of total
online usage
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
Minutes per month Minutes per monthMinutes per month
7© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Relevance of Mobile depends on User Activity
21%30%
43% 43% 43%46% 46%
53%
61% 62%
82%
89%
* Tablet & SmartphoneSource: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
Mobile 1st?
Must Have
Mobile 1st?
Probably
Mobile 1st?
Not Really
% mobile* usage
share as of total
online usage
8© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Relevance of Mobile depends on Online Content
14% 16%20% 20% 22% 24% 24%
35%37% 38% 39% 40%
44%
51% 54%
65%77%
83%
* Tablet & SmartphoneSource: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
% mobile* usage
share as of total
online usage
Mobile1st?
Must Have
Mobile 1st?
Probably
Mobile 1st?
Not Really
9© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Also, target group potential needs to inform mobile 1st prioritization
Males, aged 50 plus
Unique User
Monthly Duration per User
Devic
e A
ffin
ity
(Net R
ea
ch
x D
ura
tio
n In
de
x v
s a
ll O
nlin
er)
Example Finance
7.8 Mio. User
98 Minutes per User
23%. 34% 6%
279
89
144
30
100
103
210
108
% mobile* usage
share as of total
online usage
Males, aged 20 to 49
Females,aged 50 plus
12.7 Mio. User
80 Minutes per User
6.5 Mio. User
62 Minutes per User
20%
49
73
81
Females, aged 20 to 49
12 Mio. User
50 Minutes per User
Low affinity High affinity Low affinity High affinity Low affinity High affinity Low affinity High affinity
Source: GfK Crossmedia Visualizer | Period: May 2016
Mobile 1st?
Not ReallyMobile 1st?
Not ReallyMobile 1st?
Must HaveMobile 1st?
Must Have
Desktop
Smartphone
Tablet
10© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Cross-Device User Growth?
11© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Digital assets provide exciting opportunities for service providers and
manufacturers!
Inform Win new
customers and
drive
PenetrationEngage
Promote
Sell
Optimize by
device
Retain existing
customers
12© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
User opportunity by business context
Weather
Travel
Lifestyle | Hobbies
Finance
32
26
36
41
20%
33%
24%
16%
13%
20%
16%
11%
21%
24%
24%
22%
46%
23%
36%
52%
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
Monthly Unique User (in Mio.) Frequency of Usage (usage days)
1 Day 2 Days 3-5 Days > 6 Days
New Buyer Opportunity!
EngagementOpportunity!
13© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Mobile devices significantly increase user reach!
12,1
26,14,8
5,7
2,7
0,7
DesktopOnly
Desktop +MobileDevice
SmartphoneOnly
Tablet Only Smartphone+ Tablet
All User
Travel Finance
21,7
41,5
13,5
3,8
1,6 0,8
DesktopOnly
Desktop +MobileDevice
SmartphoneOnly
Tablet Only Smartphone+ Tablet
All User
12,1
35,68,7
9,7
3,1
2,0
DesktopOnly
Desktop +MobileDevice
SmartphoneOnly
Tablet Only Smartphone+ Tablet
All User
Lifestyle | Hobbies
9,1 Mio. incremental user via
mobile
35%. 15%.
6.2 Mio. incremental user via
mobile
42%.
14.8 Mio. incremental user via
mobile
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
14© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Best Practice Example - Travel
6,2
9,7
0,5
1,5
1,4
Desktop Only Desktop + MobileDevice
Smartphone Only Tablet Only All User
Benchmark: Ø of top 2 to 6 ranked (by net reach) travel provider*
3 Mio.
incremental user via
mobile
31%.
2,3
3,90,1
0,8
0,6
Desktop Only Desktop + MobileDevice
Smartphone Only Tablet Only All User
36%.
1.4 Mio. incremental user via
mobile
*Booking.com,, Tripadvisor, Holidaycheck,
Trivago, HRS
Best in Class – Deutsche Bahn
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
15© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Best Practice Example - Finance
13,6
16,8
1,01,4
0,8
Desktop Only Desktop + MobileDevice
Smartphone Only Tablet Only All User
Benchmark: Ø of top 2 to 6 ranked (by net reach) financial services*
2.3 Mio.
incremental user via
mobile
14%.
2,74,2
0,1 0,9
0,4
Desktop Only Desktop + MobileDevice
Smartphone Only Tablet Only All User
33%.
1.4 Mio. incremental user via
mobile
*Sparkasse Finanzstatus, Ing-diba, Commerzbank,
Comdirect, Börse & Aktien – finanzen.net
Best in Class - PayPal
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
16© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Best Practice Example - Grocery
5,4
10,20,6
2,7
1,4
Desktop Only Desktop + MobileDevice
Smartphone Only Tablet Only All User
Benchmark: Ø of top 2 to 6 ranked (by net reach) grocery retailer*
4.1 Mio.
incremental user via
mobile
41%.
2,6
4,1
0,10,8
0,5
Desktop Only Desktop + MobileDevice
Smartphone Only Tablet Only All User
33%.
1.3 Mio. incremental user via
mobile
*real, dm, rossmann, rewe, netto
Best in Class - Lidl
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
17© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Best Practice Example - Travel
Deutsche Bahn Navigator Deutsche Bahn Booking.com Tripadvisor Ab-in-den-urlaub
42%.100%. 31%. 39%. 30%.
Desktop only + Desktop & Mobile
Smartphone Only
Tablet Only
Smartphone & Tablet
Monthly Unique
User (in Mio.)
5.3 Mio UU 9.7 Mio UU 6.5 Mio UU 4.4 Mio UU 2.0 Mio UU
5.3 Mio UU 3.0 Mio UU 2.7 Mio UU 1.7 Mio UU 0.6 Mio UU
% of incremental mobile
user of total user
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
18© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Best Practice Example - Finance
Sparkasse PayPal 1822direkt Comdirect Postbank
73%.65%. 14%. 21%. 9%.
Desktop only + Desktop & Mobile
Smartphone Only
Tablet Only
Smartphone & Tablet
Monthly Unique
User (in Mio.)
7.5 Mio UU 16.9 Mio UU 1.5 Mio UU 2.9 Mio UU 6.4 Mio UU
4.9 Mio UU 2.3 Mio UU 1.1 Mio UU 0.6 Mio UU 0.6 Mio UU
% of incremental mobile
user of total user
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
19© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Mobile applications not just about incremental reach!
But also about reaching different groups of
consumers!
20© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Devices do attract significantly different consumer groups!
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Basis: Monthly User of Media Markt Website or App
(= 100) (= 100)
Index > 100 Index < 100
152
125
Example of different consumer profiles by device for:
Demographics
Lifestyles (Roper Consumer Styles)
Media Viewing Behavior
126 116
106
146
131
128
123
106
21© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Apps for Gaming and Chatting only?
22© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Reach without quality = wasted marketing investments
New UserNew User
23© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Significant performance differences on User Quality!
Top 20%
Bottom 20%
Monthly Bouncer Share
Monthly Recurrent
User Share
Monthly 6+ Days
User Share
Monthly Duration
per User (minutes)
> 33%
< 17%
DB, BlaBlaCar,
Trivago, Fluege,
AIDA, FlixBus
< 16%
> 32%
<1%
> 9%
< 6 minutes
> 17 minutes
DB Navigator, Travelzoo,
T-Online Reisen, DB,
BlaBlaCar, Urlaubspiraten
Watch Out! Watch Out!
Base: 30 travel provider
Threshold
Threshold
Source: GfK Crossmedia Visualizer | Time Frame: Mar, Apr, May 2016 | Target Audience: Total Online Population
DB, BlaBlaCar, Airbnb,
AIDA, DB Navigator,
Booking.com
DB Navigator,
Urlaubspiraten, BlaBlaCar,
Secret Escapes, DB, Airbnb
Watch Out!Watch Out!
24© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Significant performance differences on User Quality!
Top 20%
Bottom 20%
Monthly Bouncer Share
Monthly Recurrent
User Share
Monthly 6+ Days
User Share
Monthly Duration
per User (minutes)
> 56%
< 9%
Sparda-Bank, Dkb,
SOFORT, Deutsche
Bank, LBB, Ing-diba
< 36%
> 58%
< 1%
> 27%
< 3 minutes
> 29 minutes
Sparda-Bank, 1822direkt,
Sparkasse Finanzstatus,
Postbank, Deutsche Bank,
Norisbank
Watch Out! Watch Out! Watch Out!
Base: 30 financial services
Threshold
Threshold
Source: GfK Crossmedia Visualizer | Time Frame: Mar, Apr, May 2016 | Target Audience: Total Online Population
Deutsche Bank,
Consorsbank, Sparda-Bank,
Postbank, Ing-diba,
Commerzbank
Sparkasse Finanzstatus,
1822direkt, Sparda-Bank,
Postbank, Deutsche Bank,
Comdirect
Watch Out!
25© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Apps can be tremendously successful in increasing user engagement!
Source: http://openscience.com/
26© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Apps are already fully learned and adopted in user activities such as …
48 Mio. monthly
Unique User
1. Communication 2. Gaming | Gambling
… Mio. people do
use an App
88%.
% App usage share as
of total online usage
41
3228
81%. 40%.
of these
3. Social Networking
41 Mio. monthly
Unique User
46 Mio. monthly
Unique User
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
27© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
In Travel, apps do significantly increase user engagement
Across all Devices
Smartphone
for
Finance
69
61
32
37
15
145
46
132
137
8
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
17 x
times
41 Mio.
35.3 Mio.
15.0 Mio.
10.3 Mio.
7.3 Mio.
46 Mio.
30.7 Mio.
31.2 Mio.
29.6 Mio.
12.3 Mio.
Monthly unique user (in Mio.)
Monthly unique user (in Mio.)
for
Travel
Desktop
Smartphone App
Smartphone Browsing
Monthly Duration per User (in minutes)
Monthly Duration per User (in minutes)
2,5 x
times
28© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Programmatic: what else?
29© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
From insights to strategic media planning
Tumblr
KickerHeise
CHIP
Bild.de
ComputerBild
Spiegel Online
Helpster
Web.de
Urbia
Gofeminin
T-Online
Bunte
Familie.de
Brigitte
60
80
100
120
140
160
180
200
60 80 100 120 140 160 180
Net Reach Index Men <= 49 years
Net R
each Index
Wo
me
n <
= 4
9 y
ea
rs Younger
Older
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Total Online Population
30© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Importantly, strategic media planning need to align with advertising format!
3,6
3,8
1,0
Desktop
Smartphone
Tablet
Unique User in Mio. Duration as % of total
29%
62%
9%
Desktop
Smartphone
Tablet
Total reach across
all Websites | Apps*7.2 Mio. Unique User
Women <= 49 Years
Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audience: Women <= 49 Years
* familie.de, Pinterest, Urbia,
Gofeminin, Bunte, Brigitte
31© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Summary & Q&A
32© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Summary
1 Mobile First: depends on business area & on target groups
2Digital assets provide exciting opportunities for retailers and
manufacturers and service providers
3Mobile applications not just about incremental reach!
But also about reaching different groups of consumers!
4 Apps can be tremendously successful in increasing user engagement!
5Outlook: insights can be used for strategic media planning as well as
programmatic advertising.
33© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Where the information is coming from – GfK Crossmedia Visualizer
Rich cross device insights for your business needs – at your finger print
Passive metered, behavioral data. For all devices.
Truly single source: cross-device measurement by
person.
Based on GfK Consumer Panels, thus direct link to
purchase, booking, etc. behavior
Comprehensive taxonomy of websites | apps by user
activity, website content and business context
Monthly, quarterly and bi-annual data reporting
Fully flexibility in slicing, dicing and grouping data
(by websites | apps, target groups etc.)
Web-based tool which gives easy to access data
and to use dashboard reporting's
Rich and custom target group information &
competitive insights
Unique data foundation Easy insights
You would like to receive a free test access to GfK Crossmedia Visualizer, restricted to two week, than please contact us!
34© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
How can I use cross-media insights?
Understand your target groups better
Conduct what’s relevant content for your target
groups
Work out together with your media agency deeper
insights for strategic (online) media planning
Evaluate cooperation partners regarding their
relevance for specific audiences
Check relevance and visitor profiles of e-
commerce sites
Find useful information about "general online
trends " or the relevance of Mobile and Apps
Build up benchmarks and best practice cases Link online usage KPIs with findings from own
web and competition analysis
35© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Ihre Ansprechpartner
+49 40 5561 5927
Senior Director, GXL Solutions, GfK
Erk Maassen
Erk.Maassen@gfk.com
+49 911 395 2748
Senior Consultant, Media Insights, GfK
Melanie Kühler
Melanie.Kuehler@gfk.com
36© GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel
Vielen Dank für Ihre Aufmerksamkeit
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