Game-changing Technology Enriches Mobile Device Data

Shows link between more mentions and higher value

Peter Walshe
Global Brands Director
Millward Brown
Peter.Walshe@millwardbrown.com

Guy Rolfe
Mobile Practice Leader
Kantar
Guy.Rolfe@kantar.com

Kantar and BrandZ™ have investigated how mobile search involves brand mentions and drives brand value growth. It is clear that no successful brand can afford to ignore joining the app revolution.

In the first quarter of 2016, Kantar collected and analyzed the mobile behaviors of almost 40,000 members of the Kantar Behavioral Panel of Android or iOS devices who between them shared almost 1.4 billion seconds of web browsing behavior. Panelists agreed to install an app on their mobile/ tablet device, which captured all their daily digital activities, allowing the measurement of actual, not reported, behavior. The respondents were not required to do anything else. With their consent, Kantar then viewed and analyzed their digital behavior.

This game-changing technology enriches your data in a way that has never been possible before. Mobile usage, ad exposure, and location awareness can all be measured and analyzed: how, where and when consumers use and shop on their mobile devices. The content and context of every single page view is coded which enables us to determine where and when a brand exposure has occurred. In many instances there’s more than one brand exposed on each page view with a differing degree of impact.

According to results across the panel late last year, the average number of apps on a smartphone is 64 with less than two (1.65) of these “paid-for” apps. The appeal of the free is especially attractive to the young, while older users are more likely to invest in paid-for apps. Demographic age splits across the panel reveal younger people (millennials) spend more time browsing on their mobile but older people spend more money.

It is on Apple devices that more app money is spent, an average of $13.83 compared with $3.18 on Android smartphones. Paid-for apps on iOS devices outnumber those on Android by 4:1.

Brand mentions and the power of mobile search

Using these data, Kantar carried out special research to look for any mentions of the 87 US brands that appear in the ranking of the 2016 BrandZ™ Top 100 Most Valuable Global Brands, either in the Global Top 100 ranking or in the rankings of any of the 14 categories that appear in the report.

Amazon gets the greatest amount of brand mentions on the screens of US mobile web browsers, narrowly beating Google. Not surprisingly, Amazon, Google and Facebook accounted for just over half of all mentions (52 percent).

When we list all 87 US brands according to the number of mobile mentions received, the brands in the top half of the list receive 74 times more mobile mentions that the brands in the bottom half of the list. Even if we exclude Amazon, Google and Facebook, the figure is 37 times more.

Kantar findings indicate that the key to success for a mobile app is closely related to its ease of use. These data help clients improve the all-important user experience. BrandZ™ data shows that the top half mobile mentioned brands have a Brand Experience score of 111 (against an average for all brands of 100) compared to only 106 for the bottom quarter. And further BrandZ™ measures show us that the attraction of those mentioned more is significantly greater. Brands that are more loved attract more searches.

Those mentioned more are rated as being much more innovative, tend to have a brand personality that is hugely more Different, are bought more often and by more people, and rated better on being “worth more than it costs,” thus commanding a greater premium because of what the brand stands for.

To understand the commercial impact of mobile mentions, we identified the 77 brands that appeared in both the 2016 BrandZ™ Global Top 100 and the 2015 report. We divided these brands into two groups: “More mobile mentions” and “Fewer mobile mentions.” We also compared the 2016 brands with the 50 brands that also appeared 11 years ago, in the 2006 report, and we conducted the same analysis. Our finding: the impact of mobile mentions on brand value growth is striking and indisputable. Here are the results:

Results

How brands can do better to improve their mobile presence

The app ecosystem is becoming consumers’ primary gateway for accessing media and content. The 50 most used apps by time spent are dominated by these categories: device productivity, search, messaging, social media, mapping and weather services. The next 50 are dominated by entertainment, games, music and antivirus software.

Some apps are close to universal: Facebook, YouTube, Instagram, Google Maps, Pandora, Messenger and Twitter; while others, if not quite universal, are in massive distribution: eBay, Amazon, Walmart and Target in retail; and Netflix and Hulu in video streaming. The next group of apps in popularity is a mix of media apps from print and TV titles along with service apps from banks, retailers, hotels and transport that will round out the list of apps that everyone will know and most use.

In the same way people don’t really use a 500 channel TV but instead spend most of their time on no more than 20 channels, the idea of millions of apps to choose from is broadly irrelevant. It’s only a relatively modest number of apps that account for the majority of time spent.

Manufacturer and FMCG brands that want to create a strong and ongoing mobile presence should consider how they can leverage and integrate into these established and popular apps rather than expecting they can create their own branded instance to rank in the Top 100.

Mobile App Top 10

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