手机软件市场研究分析报告.ppt

M:Metrics Measurement Approach Mobile Media Ecosystem is Complex Media Converges: Music, Television, Internet, Messaging Programming Decentralized: Operators, Off Portal, Brand Marketers Handset Technology Heterogenous: Hardware, Software, Open/Closed M:Metrics Product Suite Demographics of Key Mobile Content Sectors Distraction Snacking Drives Mobile TV/Video Viral/UGC driving 2X audience of programmed mobile video/TV Quality and cost have been barriers to uptake Ad-supported models rapidly emerging Top Selling Handsets Show Market Bifurcation Thank You!Questions?For a copy of this presentation emailsales@ MobiLens Data The M:Metrics US, UK, Germany, France, Spain, and Italy panels are nationally representative samples of mobile subscribers age 13 and older. Survey fieldwork is conducted monthly, collecting responses from approximately 35,000 mobile subscribers across these six countries in each wave. New, independent samples are drawn each month to permit the continual tracking and trending of changes in mobile market behaviors. The M:Metrics survey has been carefully constructed to take advantage of M:Metrics’ proprietary device, operator service, and content databases. Intelligence has been built into the survey questionnaire allowing respondents to indicate handset models with an extremely high degree of accuracy. It also ensures that respondents are subsequently exposed to an appropriate series of questions related to the use of their specific mobile devices. Each month’s sample is separately balanced to accurately reflect the total universe of mobile subscribers. Respondent samples are balanced relative to each country’s Census-based demographic profiles for persons age 13 and older as well as to operator network market shares based on each operators quarterly reports to ensure appropriate representation of each country’s mobile market. The data are projected to the total universe of subscribers using estimates of total active mobi