analytics

Mobile World Congress 2015 : What's in your pocket?

So who's devices are most popular at Mobile World Congress? Our Exposure sensors were on a number of stands at this year's event (in partnership with Gruve consultancy) and one of our reports includes  the breakdown of devices detected.

The dataset covers 17,000 unique devices, this is the report for this year's event.

mobiledevicesmwc15

It comes as no surprise that Apple still come out on top but we can infer from the data that Android probably has the biggest share by operating system. Samsung remain the next biggest single vendor, a pattern that we see replicated at events across the world. LG beat out the rest to claim 3rd place and the biggest surprise to us was Huawei beating HTC.

You'll see that we have some 'Unknown' devices, these are devices we have detected that are not included in the current IEEE MAC Vendor database. The 'Other' devices are the aggregate of those vendor's devices that have less than 1% share of the total each.

For comparison, here's a recent report from a public shopping space in London.

The Exposure analytics platform is primarily used to measure physical engagement and conversion for our clients marketing activity at events across the world, more information is available here.

Did any of this data surprise you? Let us know in the comments.

Experiential : What's happening at the 'Top of the Funnel'?

As more marketing $ are being invested by brands both large and small in 'Experiential' how are agencies answering questions about ROI? Experiential is about taking the brand to the consumer in a physical sense, creating experiences that improve the emotional connections, turning consumers into fans and influencers. The power of recommendation in today's crowded marketplace is at a huge premium.

Sophisticated tools and strategies have been employed to measure impact generally based around sharing on social media; the instagram photobooth, twitter hashtags, facebook checkins etc.

The tools available for measuring the digital world are widely adopted, all the major social platforms have built in analytics and 3rd party services like Topsy, Sprout, Hootsuite, Bufffer etc allow multi channel monitoring.

Those are really useful but what's happening at the 'Top of the Funnel".

How many people saw your activation?

How many chose to physically engage?

Once you have that basic data your sophisticated digital analytics can take over, enabling the agency to build a complete picture from 'first look' to 'final action & reach'.

Before deciding where to take your Experiential Activation you'll consider the basic demographics and size of the audience in that location. This is data you'll receive from the venue owner, be they a music festival or shopping destination. This data is very general, much like print and television.

You want more, you've grown to expect better. This high level data is frustratingly vague.

So how do you fill in that data gap?

Physical analytics.

Our own platform, Exposure Solo, listens for the anonymous WiFi beacons transmitted by every smartphone. This unique ID is then used to measure;

How many people saw our activation?

Exposure Solo - Experiential Analytics
Exposure Solo - Experiential Analytics

How many people chose to engage?

Exposure Solo - Experiential Analytics (1)
Exposure Solo - Experiential Analytics (1)

How long did they engage for?

Exposure Solo - Experiential Analytics (2)
Exposure Solo - Experiential Analytics (2)

Top of the Funnel data is now concrete and reliable rather than vague and anecdotal.

Best of all this is completely frictionless, our experience shows that approx 70% of people have WiFi enabled on their smartphone in outdoor environments. Once you move indoors to areas that have free WiFi then it is nearer 85%. That's a fantastic sample size, one which lends real impact to your overall analytics.

Let us know if you'd like to book an online demo.

Apple still a winner with the cool kids....

Our Exposure Event Analytics platform has been in operation throughout the year at a range of indoor and outdoor events. Among these were an established rock festival, an up and coming dance music festival and a high profile art fair. Exposure features reports on average dwell time, attendee flow and heatmapping. We are also able to analyse what devices people are using. And one thing is clear, no matter what the sales charts say the cool kids' love affair with Apple products continues.

mobstats2
mobstats2

*Market share data is from Comscore's MobiLens report for USA. We used this as the three events we examined were all in the USA.

As the audience age drops so does the percentage of Apple devices. You can draw any number of conclusions from that but the percentage difference in mean income for these groups will be wildly different than device ownership. The kids will make sacrifices to own an iPhone and people who can drop $20,000 on a limited edition print probably wouldn't think to buy anything else.

It's apparent that even though the overall market share data points to a growing share for Samsung and others Apple still maintains a large customer base in the affluent, younger demographic that attends music and art events.

If you have any questions about this data or the Exposure Event Analytics platform email me rob.murdoch@exposureanalytics.com or use the contact form.