Ipsos MediaCT and Zokem launch M3

(“M cube” for “Mobile Measurement & Motivation”)

Understanding smartphone and tablet usage

Smartphones and tablets are transforming the way we communicate, access content and share information. Penetration of smartphones has more than doubled in the past 18 months, to almost 1 in 3 consumers at present, indicating that this revolution is set to continue. This development also represents a revolution for the market research industry, allowing us to harness the powerful data collection functionality of smartphones to provide a much deeper understanding of behaviour available in real time and via a whole host of different research mechanisms.

Thanks to an exclusive partnership with Finnish mobile measurement company Zokem, Ipsos MediaCT will make available smartphone and tablet usage data, combined with event-based survey polls, to its United Kingdom-based clients through M³ (“M Cube” for Mobile Measurement & Motivation). M³ is a brand new solution aimed at all companies within the media, content and telecommunications sectors, that will allow Ipsos MediaCT to remain ahead of the curve when it comes to helping its clients to understand consumer behaviour around the use of new technologies.

What is passive measurement? In contrast to active measurement methods, which are based on respondents’ ability to recall, passive measurement methods record behaviour in real-time with little or no effort on behalf of the respondent. M³ is very simple to use: respondents first give authorisation to download the app, which will then seamlessly record all of the respondents’ interactions with their smartphone. The system can be switched off at any time.

What is M³ measuring? M³ measures all forms of usage of a smartphone or tablet: communications (voice, SMS, email, MMS, use of social networks), apps and media consumption (TV/video, music/radio, informational content, game) web browsing (time spent, pages viewed) and any other functionality available on the device (such as calendars, agendas, alarm clocks, cameras). M³ records a huge quantity of information which enables us to recreate the lives of smartphone/tablet users, and gives an unprecedented view of the way they communicate and interact and the media they consume on the move. This passive measurement can be enriched by additional interviews or diaries to understand respondents’ motivations.

Why is M³ unique? M³ is unique for several reasons: Firstly, it offers an exhaustive list of mobile phone usage data, including web browsing and usage of apps, whether or not online. It takes all types of connections into account, including Wi-Fi, which offers significant insight into connections made from home. This allows building up a complete view of mobile usage, providing a rich source of data to plan and sell advertising or to understand how apps or media are being consumed via mobile. Secondly, M³ works on all major smartphone and tablet operating systems (Android, Apple, Blackberry, and Symbian). Finally, M³ offers a fully integrated solution, from data collection to the delivery of actionable insights, combining passive data with survey or polling questions which can be behaviourally triggered, for example satisfaction with an app on close or exit.

How to use M³? Ipsos and Zokem will produce trend data from dedicated panels in the UK, as well as from other countries. These results will be delivered as standard reports to provide the major smartphones and tablets trends for each country. Additionally, M³can be deployed on any ad hoc sample, especially on our clients’ proprietary panels.

Liz Landy, Managing Director for Ipsos MediaCT in the UK, said:

“This new integrated solution represents what many of our clients have been asking for: being able to connect with consumers without the barrier of recall and gain direct access, and understanding, of their daily lives. Combining M³with our existing passive measurement capabilities for PCs in the home makes it an even more exciting and comprehensive solution.”

Andreas Piani, General Manager Europe for Zokem, said:

“After refining our advanced technology through bespoke projects with a number of top device vendors, operators and Internet companies, we will now offer this powerful tool to a wider clientele. Thanks to the strategic partnership with Ipsos, ICT actors in the United Kingdom will have access to our technology through a well-known company with extensive experience in market research and proven know-how in marketing consulting.”