THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - "MASS MEDIA" AMANDA OTLEY DATA SCIENTIST

Transcription

1 THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - "MASS MEDIA" AMANDA OTLEY DATA SCIENTIST

2 SKY VS VIRGIN ARE THEIR CUSTOMERS REALLY ANY DIFFERENT? If you had a window into the lives and psyche of your consumers, and even into the lives and psyche of your competitors' consumers, what could you learn about your brand? How could you use these insights to inform future strategy and decision making to ensure a crucial competitive advantage? Kamino has the ability to help you do just this.

3 DAILY MOBILE ACTIVITY TEXT MESSAGES AND CALLS, DAILY AVERAGE: AVERAGE DAILY ONLINE USAGE WEB VS APP DAILY AVERAGE hr 4 min 4 hr 20 min WEB: 18.7% WEB: 11.7% APPS: 81.3% APPS: 88.3% TEXT MESSAGING AVG. HOURLY ACTIVITY PER INDIVIDUAL CALLS Hour: MINS DURATION Sky customers - app visits Sky customers - web visits Virgin customers - app visits Virgin customers - web visits TOP CATEGORIES: WEB APP WEB APP SOCIAL MEDIA/COMMUNICATION BUSINESS & INDUSTRIAL NEWS SHOPPING ARTS & ENTERTAINMENT EDUCATION AND EMPLOYMENT COMPUTERS & TECHNOLOGY BEAUTY & FITNESS LAW & GOVERNMENT LEISURE & HOBBIES SOCIAL GAMES BROWSER COMMUNICATION WEATHER PERSONALISATION PRODUCTIVITY NEWS & MAGAZINES SHOPPING MEDIA & VIDEO SOCIAL MEDIA/COMMUNICATION BUSINESS & INDUSTRIAL SHOPPING ARTS & ENTERTAINMENT NEWS COMPUTERS & TECHNOLOGY BEAUTY & FITNESS LAW & GOVERNMENT SPORTS EDUCATION AND EMPLOYMENT SOCIAL BROWSER COMMUNICATION WEATHER PRODUCTIVITY MEDIA & VIDEO PHOTOGRAPHY NEWS & MAGAZINES GAMES MUSIC & AUDIO

4 SOCIAL MEDIA BEHAVIOR 11 % 18 % 82 % 75 % DISPLAYING BEHAVIOUR OF BEING ADDICTED TO SOCIAL MEDIA CUSTOMERS ON FACEBOOK 35% 36% WHATSAPP LINKEDIN PEAK TIME BETWEEN 7-8AM PEAK TIMES 8-9PM ON APP 8-9AM ON WEB 22 % 27% SNAPCHAT GOOGLE+ PEAK TIME BETWEEN 4-6PM PEAK TIMES 8-9AM ON APP 55% 9% TWITTER PINTEREST PEAK TIME BETWEEN 7-8PM PEAK TIMES BETWEEN 12AM - 1PM

5 HOW CUSTOMERS ENGAGE ONLINE WITH THE BRANDS DIGITAL MEDIUMS USED 81 % APPS 19 % WEB 17% APPS 83 % WEB DETAILED BREAKDOWN OF SKY APP USAGE 38% SKY NEWS 7% SKY + 30% SKY LIVE - FOOTBALL SCORE CENTRE 19% SKY SPORTS 4% SKYGO 1% SKY MOVIES 1% SKY SPORTS FANTASY FOOTBALL SOCIAL ACTIVITY AROUND BRAND ENGAGEMENT 18 % 7% FACEBOOK TWITTER IN THE SAME BROWSING SESSION IN THE SAME BROWSING SESSION STREAMING CONTENT 48 % 64 % SKY CUSTOMERS USE OTHER APPS/SITES TO STREAM TV/FILMS VIRGIN CUSTOMERS USE OTHER APPS/SITES TO STREAM TV/FILMS

6 A CLOSER LOOK AT DIGITAL BEHAVIOUR Kamino allows you to track sub domain activity, at either an individual user or group level. This will show their interaction with websites, along with the search terms they are using, to create a 'digital profile' of their online life. Below is a closer look at a 35 year old, female, ABC1, SKY Customer. All insights below have been gleaned from her web usage. MOTHER TO A YOUNG BABY POTENTIALLY ANOTHER ON THE WAY - ON MATERNITY LOOKING FOR A NANNY RESEARCHES PURCHASES FOR A LONG TIME DOESN T PURCHASE REGULARLY ONLINE GYM MEMBER, RUNNER & HOME EXCERCISER COOKING FAN - REGULARLY RESEARCHES RECIPES REGULARLY RESEARCHES FAD DIETS REGULARLY RESEARCHES CHEAP GYM CLOTHING INTERESTED IN A BARGIN APPLIED FOR A CREDIT CARD NOT LOYAL TO ONE SUPERMARKET ENJOYS FILMS & REGULARY VISITS THE CINEMA

7 INSIGHTS 107 Sky and Virgin customers (combined) were surveyed and passively tracked for a 1 week period. Participants were sourced from ResearchBods' nationally representative online research panel - SurveyBods. NEITHER BRAND IS ACHIEVING THE MAXIMUM POTENTIAL FROM THEIR MEDIA STREAMING APPS. There is a need for each of the brands to look more closely at their media streaming apps - considering the usability and/or the marketing of these services to understand which factors are limiting these services from engaging their customers as successfully as similar streaming apps. VIRGIN CUSTOMERS SPEND TWICE AS LONG AS SKY CUSTOMERS ONLINE SERVICES SKY CUSTOMERS ARE ENGAGING WITH THE BRANDMORE THAN VIRGIN CUSTOMERS VIRGIN CUSTOMERS ARE MORE HEAVILY APPS AND ARE STREAMING MORE SOCIAL MEDIA FEATURES HEAVILY IN THE ONLINE ACTIVITY OF THE CUSTOMERS OF BOTH BRANDS. These platforms should be carefully considered as a factor in the customer journey and present potential marketing opportunities. Both of the brands' customers are spending a significant amount of time on these sites/apps throughout their day-to-day activity and alongside their usage of the brands' online services. MORE VIRGIN CUSTOMERS ARE ADDICTED* TO SOCIAL MEDIA THE OPPORTUNITY FOR SOCIAL MARKETING IS SIGNIFICANT *CHECKING SOCIAL AT LEAST ONCE AN HOUR SKY CUSTOMERS FREQUENTLY USE SOCIAL MEDIA PLATFORMS & ONE OF SKY'S ONLINE SERVICES IN THE SAME ACTIVITY SESSION

8 If you d like to know more about Kamino or any other services ResearchBods can provide, please get in touch. ResearchBods T: +44 (0) enquiry@researchbods.com