Understanding mobile user behaviour

Friday 7 April 20231

Analytics & Customer Experience Management for Mobile Content Services

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Rapid growth with limited visibility

Within the next five years more users will connect to the Internet through mobile devices than desktop PCs. Morgan Stanley, April 2010.

Focus on monitoring number of transactions without understanding about customer behaviour, trends, opinions or segments.

Lack of Visibility

The burden of fragmentation in mobile industry is just getting more challenging.• 6300+ handset models• 20+ operating systems• 680+ mobile networks• 20+ mobile browsers…

Fragmentation

The need for mobile media measurement and analysis heavily increased as mobile services globally enjoy record breaking figures in usage.

Explosive growth


Capabilities

Mobile users in the centre of the analysisOpinions &

Values

Behaviour

Environment

Welcome

back!


CEM4Mobile as the Solution

Measurement

CEM4Mobile Analytics CEM4Mobile Ranking

Market Intelligence

CEM4Mobile Surveys CEM4Mobile Metrics

Clickstream + Voice-of-customer Data

Profit

Understanding

Customer Satisfaction

Mobile Networks

Wi-Fi

Proprietary product offering and platform

Friday 7 April 2023

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• Turnkey customer experience management solution for mobile content and VAS services

• Offers business critical information on end-users’ behaviour patterns, segments, handset capabilities, access channels and opinions.

• The real-time analysis is done directly from the traffic between the services and the end-users

CEM4Mobile Analytics

• The need for mobile media measurement has increased as mobile content services experiences strong growth

• Media industry is looking for commonly agreed ways of reliably and independently measured and published visitor numbers and other statistics

• Can be used to standardize the measurement on national level

CEM4Mobile Ranking

• Market intelligence metrics for understanding the trends and dynamics of the mobile content market

• For understanding, knowledge, forecasting and inspiration

• Provides means for geographical and technological benchmarking and ranking

CEM4Mobile Metrics

• New and innovative way to collect feedback and establish a dialog with your customers

• Create advanced multi-language browser based mobile surveys in minutes

• Publish on your site or send to your panel or sample of users over text message

• Reach users in 819 mobile networks in 221 countries

• Quantify users quality of experience and cross analyse against analytics data

CEM4Mobile Surveys

Over the Internet with mobile network independent integration



Our value proposition• We can detect and measure e.g:

‒ unique visitors, handsets and networks – correctly‒ new, returning, active, loyal, dormant and churned customers ‒ which countries, partners, channels and campaigns are

generating the profitable customers‒ Response and Conversion Rate – cross channel ‒ customer satisfaction‒ market development and trends

• Thus our customer can e.g:‒ Optimise marketing expenditure – ROI‒ Invest to the right technologies and services at the right time -

ROI‒ Maximise the value of the marketing inventory – profit‒ Accelerate media sales - profit‒ Maximise the number of active and loyal customers – profit‒ Benchmark performance against competition – market share‒ Find and exploit market opportunities – market share“QAim is the global number one in mobile service analysis.” – TNS, 11 Mar 2010



Current partner and customer references

Distributors

“QAim is the global number one in mobile service analysis.” – TNS Gallup, 11.3.2010

Strategic Partners

Customers

Finland Finland Finland Finland Finland Scandinavia Finland

Finland Finland Finland GlobalScandinavia

Baltic Finland Thailand

“CEM4Mobile beat GA & Omniture hands down in mobile analytics support scoring top marks” – Kwantic, 18.10.2010

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Friday 7 April 2023

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Solid pipeline of ~300 companiesIn trial

Thailand Finland Finland Finland Finland Finland

India

Finland

Gruppo Telecom Italia

Closing for trial

Portugal Thailand Italy Sweden Portugal Italy

Italy Italy Thailand Portugal

Italy

Portugal

Analysis and report examples

Please check out our 3 min product video

or visit our website for further information

http://www.youtube.com/watch?v=JICrX4LljN4

http://www.cem4mobile.com/

Benefits of acquiring loyal users

Loyal users generate more constant traffic than any of the other user types, even during the off-season, making predictions more accurate

Loyal users are generating better return on investment in marketing (i.e. decreasing cost of cost-per-click)

Profiling loyal customers is more accurate, thus enabling higher marketing income

Loyal users are a great indicator of mobile service’s user satisfaction

Identifying service compatibility among handsets

Handset Manufacturer Handset Model User Status Pageviews Visits PV/Visit Unique Users Bounce Rate

Average Visits Length [s]

Apple iPhone New 276453 180759 1,53 180252 84,47 34,50

Apple iPhone Returned 871592 256757 3,39 24314 37,02 192,06

Apple iPhone Loyal 256069 80708 3,17 2081 38,64 199,57

Apple iPhone Dormant 18177 5908 3,08 5176 44,84 131,53

Apple iPhone Churned 9913 3347 2,96 3261 46,64 120,44

Nokia E71 New 75928 30714 2,47 29710 55,21 115,34

Nokia E71 Returned 568880 185718 3,06 14554 39,03 196,74

Nokia E71 Loyal 177138 62650 2,83 1760 41,50 195,22

Nokia E71 Dormant 9713 3434 2,83 2965 42,92 139,37

Nokia E71 Churned 5003 1787 2,80 1734 41,41 148,50

iPhone users are very critical, they will not return to the service if the first impression is not good

In case iPhone users are satisfied with the service, they will use it heavily in terms of pageviews and visit length and are not likely to bounce from the service

New Nokia E71 users are more likely to convert into returned and loyal users compared to iPhone users

Finding most cost effective marketing channels

Domain Name User Activity Pageviews Visits PV/ Visit Unique Users Bounce RateAverage Visits Length [s]

Direct traffic First-timer 420818 200525 2,10 200519 57,94 97,44Direct traffic Daily user 836436 393728 2,12 50940 43,08 97,14Direct traffic Weekly user 315945 153896 2,05 46052 41,70 68,80

Direct traffic Monthly user 35286 16129 2,19 14495 41,87 83,79mobile.nokia.mobi First-timer 66851 26137 2,56 26137 44,43 125,10mobile.nokia.mobi Daily user 11898 4391 2,71 1347 32,79 159,28mobile.nokia.mobi Weekly user 6284 2443 2,57 1127 31,40 113,24mobile.nokia.mobi Monthly user 939 394 2,38 378 37,82 113,81www.google.com First-timer 9675 3566 2,71 3566 41,19 131,37www.google.com Daily user 2718 1060 2,56 350 21,42 106,61www.google.com Weekly user 1284 519 2,47 308 27,75 93,63www.google.com Monthly user 306 107 2,86 103 20,56 114,50

Users coming directly to the mobile service are most likely to become active users. They know what they are looking for, thus creating shorter visits and less pageviews per visit

The conversion from first-timer to daily users differ greatly between different referrers (Direct traffic 25%, www.google.com 10%, mobile.nokia.mobi 5%. The marketing channel is more effective if it creates active users

http://www.google.com/

Profiling Users – Sample 1

Question Answer Pageviews Visits PV/ Visit Unique Users% of total unique users Bounce Rate


Age Less than 18 1540 741 2,08 30 7 % 54,39 244,48

Age 18-24 1770 946 1,87 18 4 % 64,69 244,21

Age 25-34 3905 1996 1,96 54 13 % 58,12 219,83

Age 35-44 9675 3907 2,48 94 23 % 40,44 294,27

Age 44-54 12101 4293 2,82 110 27 % 24,88 320,68

Age 55-64 4583 1652 2,77 80 20 % 36,26 298,94

Age 65- 2863 765 3,74 16 4 % 15,29 374,34

The biggest age group in this service is 44 -54 years

Users with less than 34 years have least pageviews per visit and are more likely to bounce from the service

Most of the users are older than 35 years (74%), they spend more time on the service and browse thru more pages than the younger users Option for targeted marketing?

Profiling Users– Sample 2

Question Answer Pageviews Visits PV/ Visit Unique Users% of total unique users Bounce Rate


Your opinion on service's usability Excellent 6748 2574 2,62 41 10 % 33,57 318,54Your opinion on service's usability Very good 10189 3996 2,55 91 23 % 38,11 282,98Your opinion on service's usability Good 9432 4367 2,16 152 39 % 50,56 261,89Your opinion on service's usability Mediocre 7445 2478 3,00 81 21 % 25,14 291,57Your opinion on service's usability Poor 2163 728 2,97 27 7 % 36,81 365,24

72% of the respondents think that the service’s usability is at least in good level

The users grading the service usability as poor, are also the ones spending most of the time in the service, suggesting that they are not able to find what they are looking for. Option for further cross-analysis?

How special events affect mobile services (1/2)

Iceland Volcano

iPhone Campaign begins

First of May

Summer season begins

Soccer World Cup

The iPhone campaign created lot of new users and visits to the service, but the pageviews were not increased

The first of May had a great negative impact on daily pageviews

The summer season decreased significantly the pageviews, but only slightly the visits and unique users

The Soccer World Cup created high peaks during weekends in pageviews, slight increase in visits and unique users

How special events affect mobile services 2/2

Iceland Volcano

iPhone Campaign begins

First of May

Summer season begins

Soccer World Cup

The iPhone campaign suffered greatly on the First of May celebrations, causing clear decrease on new users

The iPhone campaign has created a slight increase in the returned users, but compared to the high number of new users during the campaign, the results are poor

The Soccer World Cup has created peaks of new users during the weekends

Understanding mobile user’s behavior

MondayMonday Monday Monday

The Hourly Traffic report reveals the time of the hour when the service is used

Drilling down from a particular hour can reveal the content that has been used

Offering correct content on timely basis can create more loyal customers

User activity report revals usage patterns

In this case users tend to enter the service on Mondays

Campaign effectiveness can be seen as a peak in new users

Use Case Examples

Please check out our 3 min product video

or visit our website for further information

http://www.youtube.com/watch?v=JICrX4LljN4

http://www.cem4mobile.com/

Media House - Search Engine Optimization1. Top Media company with an extensive portfolio investigated the top

search words used when customers were coming to their site.2. Through this they modified the content on their site to improve the

search results and discoverability of the content related to the searches.

3. They witnessed a clear increase in traffic to the site and with a customer satisfaction survey discovered that the customers appreciated the changes. One comment was, “Found what I was looking for more quickly.”

Search Word Search Engine Pageviews Visits Unique Users Avg. Visits Length Bounce Rate PV/visits Ratio

cem4mobile Yahoo 79673 31684 13188 288.23 69.9 4.88qaim Google 51129 19794 6102 217.36 47.54 2.58olli rounaja qaim Google 21487 7650 3130 216.36 46.67 2.81cen4mobile Google 10208 4385 1648 213.79 50.49 2.33www.cem4mobile.com Google 10081 3572 1171 243.85 43.18 2.82qaimgroup Google 9892 3936 1856 191.2 44.05 2.51qaim oy Google 7883 3768 1254 188.52 53.11 2.09qaim group Google 6430 2307 914 231.59 43.61 2.79 q aim Google 5022 2271 740 300.64 54.4 2.21mobile analytics Google 3680 1433 843 161.04 42.85 2.57analytics Google 2388 1247 742 108.89 68.75 1.92

Mobile operator providing mobile content noticed their marketing campaigns were not meeting their ROI goals.1. Survey revealed that females are

mostly interested in entertainment content.

2. Cross analysis revealed the most effective referrers of female users.

3. Based n this campaign was created. 4. The success was measured by the

percent change of New, Returned, and Loyal Users before and after the campaign.

Average Daily/

BeforeNew 0.5%Returned 1.0%Loyal 0.7%

Percent Change

AfterNew 7.5%Returned 3.4%Loyal 1.7%

Media House - Search Engine Optimisation

Handset Model

Handset Manufacturer Domain Name Pageviews Visits Unique Users Bounce Rate Average Visits

Length [s]iPhone Apple mtv3.mobi 18977 9255 3256 56.21944 160.6219iPhone Apple www.google.fi 12788 5865 2761 53.09012 191.0671

iPhone Apple m.sub.fi 9654 3902 2489 51.081818 131.9065Handset Model

Handset Manufacturer Domain Name Pageviews Visits Unique Users Bounce Rate Average Visits

Length [s]iPhone Apple mtv3.mobi 56064 27021 11038 60.35641 143.7928

iPhone Apple www.google.fi 13485 6003 2950 52.93844 192.8592

iPhone Apple m.sub.fi 9748 4021 2619 50.56493 134.3649

Content Provider – Optimising Marketing Expenditure

Top weather forcasting company wanted to choose the correctmarketing channel for their new iPhone application, by target groupsegmentation.

1. Customer first discovered their top 3 most effective marketing channels referring the most iPhone handsets and chose the top referrer. Providing the most Unique Users.

2. In the first week during the iPhone application campaign, for the top referrer, the Unique iPhone Users from that marketing channel increased by over 300%

339%

Mobile Operator - Content SalesMobile operator wanted to increase content sales by offering a mobile application. 1. First, they discovered the top operating system in their service to be iPhone.2. They cross analyzed the opinions user profile and found out that iPhones were used 67%

by females3. They designed an iPhone application targeted at females. 4. On week 38 application was launched and the percent change in visits, pageviews and

unique users before and after are represented here.

Average Weekly /

BeforePV 1.9%Visit 1.5%Unique User

1.1%

Percent Change

AfterPV

4.7%Visit

4.0%Unique User

4.0%

Content Provider – End-user Fulfilment

Pages Page/views Visits

FrontpageConversion

%

Previous Page

Conversion

MobileFrontpage 1451003 1076697 100% 100%

Search Page 1143976 828207 76.9 % 76.9%

Results Page 752875 526688 48.9 % 63.6%

Redirect Page 326802 330486 30.7 % 62.7%

A leading yellow pages company which provides an internal search engine, that provides information on local businesses, people, or locations, wanted the conversion rate to show customer expectation fulfilment.

1. Goal was 85% of traffic on results pages would find the result wanted

2. From the Observation they discovered they were largely below that figure in two areas, People and Maps.

3. After investigation they discovered some problems and made correction and the following month the conversion improved by almost 13%.

Search Pages

Results Pages as a Conversion of Search Page Visits

Redirect Links as a Conversion from Results Page Visits

After changes the following month’s Redirect Links Conversion from Results Page Visits

Analyzed “Internal Search Keywords”

Searches 354120 63.6% 62.7% 75.4 Minor Database Updates, Major Bug Fix, and

Increased Content Provided