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Mobile Media Observations, Data & Trends

Mobile Media Observations, Data & Trends. February 2011. Jennifer Manning The Nielsen Company Manager, Client Services Jennifer.manning@nielsen.com. eBook Owners: Audience Profile. eBook Reader Manufacturer Share Q4 2010.

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Mobile Media Observations, Data & Trends

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  1. Mobile Media Observations, Data & Trends • February 2011 Jennifer Manning The Nielsen Company Manager, Client Services Jennifer.manning@nielsen.com

  2. eBook Owners: Audience Profile eBook Reader Manufacturer Share Q4 2010 1/3 of eBook Owners possess greater than a BS or BA degree & earn 100K+ Source: Q4 2010, Nielsen Mobile Insights eBook Owners – Owners of both a mobile phone and eBook reader

  3. Aside from pricing, Kindle owners are more satisfied with features than Nook owners across the board Top 2 Box Satisfaction for e-Reader Features Amazon Kindle Owners (n=120) and Nook Owners (n=98) Questions used: Q62 Thinking about your [CONNECTED DEVICE], please indicate your satisfaction with the device across the following areas. Source: September 2010 Nielsen Connected Devices Playbook Page 3

  4. e-Reader owners primarily use their devices at home Bucketed Situational Usage of Connected Device All Connected Device Owners E-Readers Media Players Smartphones Sedentary Mobile Primary Usage Questions used: Q29 Think about your [CONNECTED DEVICE Brand FROM Q4 ] usage in the past week. When you used [CONNECTED DEVICE Brand FROM Q4 ] in the past week, what percentage of the time were you.. Source: September 2010 Nielsen Connected Devices Playbook

  5. Although data suggests e-Readers aren’t heavily engaged overall 2.7x Questions used: Q27 On average per session, how long are you usually connected to the internet when you use each of your connected devices? Source: September 2010 Nielsen Connected Devices Playbook

  6. Kindle and Nook owners spend more than 30 minutes reading books on their devices on weekdays & weekends Length of Time per Session when Books are Consumed on Device Regularly Access Books on the Connected Device Weekday Time Weekend Time Base: Amazon Kindle (n=420), Apple iPad (n=179), Apple iPod Touch (n=160), Apple iPhone (n=160), Blackberry (n=68). Nook (n=75) Questions used: Q46 On a weekday for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices? Q47 On a weekend for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices? Source: September 2010 Nielsen Connected Devices Playbook

  7. And Kindle owners also spend a lot time consuming magazines on their device Length of Time per Session when Magazines are Consumed on Device Regularly Access Magazines on the Connected Device Weekday Time Weekend Time Base: Apple iPad (n=111), Amazon Kindle (n=117), Apple iPod Touch (n=79), Apple iPhone (n=118), Blackberry (n=86) Questions used: Q46 On a weekday for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices? Q47 On a weekend for each session, how long do you typically access [MEDIA CONTENT TYPE] on each of your connected devices? Source: September 2010 Nielsen Connected Devices Playbook

  8. e-Reader owners likely to also own Smartphone Connected Device Cross Ownership Connected Device Owners (n=3,840) NetbookOwners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118), Portable game Player (1,678), Smartphones (2,336) Source: September 2010 Nielsen Connected Devices Playbook Questions used: Q6 Which of the following categories of connected devices do you or any one in your household currently own?

  9. 31% of Current Mobile Subscribers Own a Smartphone; Smartphones will have majority share in 2012 Smartphone Penetration - Projection All Subscribers 53% of e-Reader owners have Smartphone Source: Q4 2010, Nielsen Mobile Insights

  10. e-Reader and Tablet owners over-index with iOS users eBook Readers: Smartphone Ownership Q4 2010 Overall Smartphone Marketshare Q4 2010 Tablet Owners: Smartphone Ownership Q4 2010 Source: Q4 2010, Nielsen Mobile Insights eBook Owners – Owners of both a mobile phone and eBook reader Tablet Owners – Owners of both a mobile phone and tabley

  11. Mobile media habits of e-Reader owners closely resemble those of Smartphone owners US Mobile Media Usage Penetration (Past 30 Days) Q4 2010 Source: Q4 2010, Nielsen Mobile Insights Page 11 Media Usage is the data activity performed on mobile phone

  12. The Kindle for iPhone & eReader apps are two of the top app within the Lifestyle/Health category Top Lifestyle/Health Apps Used in the Past 30 Days Past 30 Day App Downloader & Smartphone User (n=2,300) Questions used: CQ35 Which of the following Lifestyle/Health applications have you used in the last 30 days? Source: August 2010 Nielsen App Playbook

  13. The Kindle for iPhone app is more popular among female downloaders Lifestyle/Health Apps Composition by Gender Past 30 Day Lifestyle/Health App Users Base: Calorie Tracker (n=56), Currency (n=46), eReader (n=48), iFitness Healthcare & Fitness (n=65), Kindle for iPhone (n=68), Lose It! Healthcare & Fitness (n=77), WebMD Mobile Healthcare & Fitness (n=108) Source: August 2010 Nielsen App Playbook Q4 2009 Nielsen App Playbook Questions used: CQ25 Which of the following Lifestyle/Health applications have you used in the last 30 days?

  14. While the eReader app is more popular with teenagers Lifestyle/Health Apps Composition by Age Past 30 Day Lifestyle/Health App Users Base: Calorie Tracker (n=56), Currency (n=46), eReader (n=48), iFitness Healthcare & Fitness (n=65), Kindle for iPhone (n=68), Lose It! Healthcare & Fitness (n=77), WebMD Mobile Healthcare & Fitness (n=108) Questions used: CQ25 Which of the following Lifestyle/Health applications have you used in the last 30 days? Source: August 2010 Nielsen App Playbook Q4 2009 Nielsen App Playbook

  15. In general, there is a good amount of interest for an eBook App across demographic groups Interest in an eBook App by Gender and Age Past 30 Day App Downloaders Base: Male (n=2,032), Female (n=2,232), Ages 13-17 (n=300), Ages 18-24 (n=261), Ages 25-34 (n=977), Ages 35-44 (n=946), Ages 45-54 (n=870), Ages 55+ (n=910) Questions used: CQ23B How interested would you be in an application that would allow you to read books on your cell phone? Source: August 2010 Nielsen App Playbook

  16. And both males and females prefer to pay per book download Preference for eBook Billing Model Past 30 Day App Downloaders Base: Male (n=2,032), Female (n=2,232), Ages 13-17 (n=300), Ages 18-24 (n=261), Ages 25-34 (n=977), Ages 35-44 (n=946), Ages 45-54 (n=870), Ages 55+ (n=910) Questions used: CQ23C Would you prefer to subscribe to a service that lets you read books or would you prefer to pay per book download? Source: August 2010 Nielsen App Playbook

  17. Close to 15% of mobile internet users have read comics or book online within the past 30 days Reading Habits of Mobile Internet Users (Last 30 Days) Q3 2010, US, 8% of Mobile Internet Users own e-Reader & 3% plan to purchase e-Reader in next 6 months Source: Q4 2010, Nielsen Mobile Insights

  18. Newspaper readership shifting online shows that traditional media needs to adapt to the new technologies Newspaper Readership: Print vs Online Q3 2010, US, Top 2 Box Source: Q4 2010, Nielsen Mobile Insights

  19. As well the iPad shows that users are heavily shifting their magazine readership to their connected device Magazine Content Access on an iPad % Time Allocated to Various Media for Magazine Consumption, Weekday vs. Weekend Among those who access magazines on their iPad Questions used: Q48, Q49 Please indicate below the approximate percentage time you spend accessing the content type across the various devices and content forms by locating percentages on the typical weekday/weekend. Source: September 2010 Nielsen Connected Devices Playbook

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