Telecom - Connected Solutions

What is Nielsen Connected Solutions?

What is Nielsen Connected Solutions?

Nielsen Connected Solutions provides an understanding of consumer use of non-smartphone mobile devices and services. It measures attitudes, behaviors and usage through surveys on key topics including: tablets, apps, devices and mobile spending. 

Connected Solutions Resource Guide

Connected Solutions measures attitudes, behaviors and usage of internet enables devices via consumer surveys. 

Connected Device Apps Playbook Mobile Wallet Connected Life Tablet Carrier Insights

Connected Device investigates usage of Smartphones, Tablets, eReaders, Media Players & other connected devices.

Apps Playbook explores the applications market-place amongst people who have downloaded an app in the past 30 days.

Mobile Wallet  examines how people are using mobile devices for paying, banking & shopping.

Connected Life reports on users and future intenders of connected cars, connected homes, and wearable technology.

Tablet Carrier Insights studies the user experience of tablet owners who connect their tablet to the internet via cellular networks.

Frequency: Quarterly Frequency:
Frequency: Quarterly

Learning Objectives

This training will provide an understanding of Nielsen Connected Solutions. Following this training you will be able to:

  • Confidently explain Nielsen Connected Solutions services to clients
  • Match client needs with Nielsen Connected Solutions capabilities

Connected Solutions Methodology

Methodology: Online interviews

Connected Device, Mobile Apps, Mobile Wallet and Tablet Carrier Insights are re-contact surveys of users identified through Nielsen’s Mobile Insights Survey. Connected Life is a re-contact survey of users from Nielsen’s Total Communication Survey (can also be abbreviated as TCS).

Questionnaire Length: 25-35 minute surveys

Questionnaire length varies between the different solutions. However, because Connected Solutions is a re-contact study, we can leverage data already collected through Mobile Wallet and TCS, such as demographics, mobile phone model, carrier, etc.

Sampling Design: different for each solution

Connected Device approximately 8,000 Quarterly
Mobile Apps approximately 3,000 Six Monthly
Mobile Wallet approximately 3,000 Six Monthly
Connected Life approximately 4,000 Six Monthly
Tablet Carrier Insights approximately 1,200 Quarterly

Connected Device

Connected Device

Connected Device investigates the connected consumer and their usage of smartphones, tablets, eReaders, media players & any new kinds of connected devices. 

Connected Device Client Questions

Mobile Operators and Device Manufacturers utilize Connected Device to identify who is using their technology and how are they using it. For Media Companies, Publishers & Advertisers it is a way to optimize content or have a different way to advertise to people beyond the traditional media.

Click each group 'i' to learn their application of the Connected Device Report.

Connected Device Metrics

The category level of the Connected Device Report...

Explores Examines Evaluates

Explores ever-evolving market dynamics to reflect current state of the industry and latest trends

  • How are connected device owners' needs changing over time?
  • How are attitudes evolving regarding security concerns, mobile advertising, and product features?
  • What new services can be offered to meet these changing needs?

Examines path-to-purchase, usage, and preferences to track new products and understand how consumers are choosing and using their devices

  • What are the latest and greatest devices and how do shoppers decide what to get next?
  • What types of activities are devices being used for and who is using them the most?


Evaluates on-device media consumption to understand the changing media landscape and its impact on traditional media


  • What are current trends in accessing media and how much are consumers spending?
  • How are consumers interacting with advertising and what makes them take action?

Connected Device Understanding

Click each icon below to understand what the Connected Device Report enables client audiences to understand. 

Connected Device Use Cases

Connected Device Technology Adoption

In the chart below we can observe that from Q2 2013 to Q3 2013 the mainstream adopters are generally trending upward. Connected devices are becoming more commonplace; more mainstream. It’s not only the technology enthusiasts or early adopters using connected devices.

This chart includes quarterly data, but the overall trend is more pronounced when you analyze longer time periods.

Simultaneous Usage Tablets

In order to understand the interactions of the first screen (TV), second screen (PC or Laptop) and third screen (Mobile Devices) we investigate whether people are using more than one device at the same time. 

For example, are they using their tablets while they are watching TV? Or are they simultaneously accessing the internet on their tablet or tweeting on their smartphone while also watching television? 

The Connected Device report allows you to look at how these behaviors are tracking over time.  

Other Points of View

Click the links to see what others have to say about Connected Devices.

Apps Playbook

Apps Playbook

The goal of the Apps Playbook is to provide a comprehensive view of applications and the applications marketplace. It helps provide an understanding of the Mobile Apps consumer landscape amongst people who have downloaded an app in the past 30 days. What was the downloading experience like? Which stores are they going to? How do they hear about apps? Etc. 

Apps Playbook Client Questions

Nielsen’s Apps Playbook insights include:

  • How many apps have been downloaded in the past 30 days?
  • What is the breakdown of free vs. paid apps downloaded?
  • How did users discover the apps?
  • Why did they choose that app?
  • What do they use the apps for?
  • How satisfied are they with particular apps?
  • What is the market potential for particular apps?

Apps Playbook Metrics

Apps Playbook gives you a complete view of the application download and purchase process.

Click each of the metrics below to see client questions they address.

Apps Playbook Use Cases

Discovery of Application

This is a comparison of applications discovery method. It includes a side by side view of the actual method of hearing about an app alongside the preferred method of discovery. In review, more people prefer to get specialized recommendations or learn about apps via email so our clients should consider email as an avenue to advertise their apps.  

Actual method of hearing - How did you hear about apps or learn about apps? Friends & family? Or in the store? Or a third-party website like Facebook?

Preferred method of discovery - How would you like to discover an app?


Overview of Application Downloaders

This identifies how many apps people have on their devices, segmented by operating system. Generally speaking people have about 44 apps on their smartphones; and by OS, Apple iOS (Tablet or Phone) users tend to have more apps compared to someone who has a Blackberry or Windows phone.
This is logical in terms of the size of Apple’s app market. Apple has over 1 million apps. 

Mobile Wallet

Mobile Wallet

Mobile Wallet is a survey geared towards understanding the behaviors, usage and attitudes of consumers who use mobile phones and tablets for paying, banking and shopping. Mobile Wallet is a consumer-centric survey tracking adoption, trends, behaviors and attitudes over time. Mobile Wallet explores how mobile devices are reshaping consumers’ purchasing, banking, and shopping habits.

Mobile Wallet payments include peer-to-peer payment apps, mobile commerce applications (e.g., Paypal), mobile wallet adoption (e.g., Google wallet), barcode scanners, NFC (Near Field Communication, which is a type of system to transer information wirelessly between devices) payments (i.e., when you use your mobile device to tap another device and transfer information wirelessly) and credit card readers like GoPago or Square that allow you to be a merchant or a payer.

Banking explores consumer perceptions of mobile banking or managing their finances using a mobile device. 
Are they using mobile banking to check their account balance, transfer funds, access stocks or investments or budgeting (e.g., using

Shopping is essentially shopping using smartphones or tablets.
What are you doing? Where are you when you are mobile shopping?

Mobile Wallet Client Questions

Mobile Wallet helps address these client business questions.

  • Who is using apps to make payments?
  • Which payment apps are being used?
  • Will mobile wallet adoption expand?
  • How are consumers using NFC (Near Field Communication, which is a type of system to transer information wirelessly between devices) and payment terminals?
  • Who is banking with mobile and how?
  • Do consumers manage all their finances with mobile devices?
  • How is mobile used to shop?
  • Are retailer stores being used as show rooms?
  • Will mobile devices replace wallets all together?
  • What are consumer attitudes now and how will they change over time?

Mobile Wallet Metrics

Mobile Wallet covers:

Mobile Payments Mobile Banking Mobile Shopping
  • Demographic and technology adoption profiles
  • Awareness, Usage and Satisfaction of:

       - Peer-to-peer payments

       - Mobile commerce apps

       - Mobile Wallet adoption

       - Barcodes and NFC payments

       - Payment terminals

       - Reasons for using

  • Circumstances that would lead to greater use
  • Impact on wireless data
  • Future intenders; likely users
  • Attitudes toward technology
  • Demographic and technology adoption profiles
  • Financial institution and number of credit cards
  • Mobile banking activities
  • Reasons for using mobile banking
  • Barriers to use satisfaction
  • Perceptions and attitudes
  • Stocks and investment management on mobile
  • Financial plannng and budgeting on mobile
  • Demographic and technology adoption profiles
  • General shopping behaviors
  • Frequency of use of mobile for shopping activities during phases of shopping journey

       - Planning or pre-store

       - In-store experience

       - During payment

       - Post-purchase


  • Most used shopping websites
  • In-store activities not related to shopping
  • Usage of and attitudes about mobile coupons
  • Wish list for mobile coupons
Tracking usage, attitudes and behaviors over time Tracking usage, attitudes and behaviors over time Tracking usage, attitudes and behaviors over time

Mobile Wallet Use Cases

Mobile Commerce

Which Mobile Commerce services are used?

This analysis examines awareness and usage of services allowing payment via mobile such as Paypal, Google Wallet, Passbook, Etc. We ask consumer awareness of the services, and then amongst those who are very aware we ask whether they have used it on their smartphone or tablet.

Clearly, Paypal has the highest level of awareness (with 68% of respondents very aware) and usage (60% have used it on their smartphone and 50% on their tablet).

Mobile Wallet

Are consumers using Mobile Wallets?

Although current penetration may be small, to project future trial we ask people who are not yet using mobile wallet how likely are they to use this in the future. 

The findings indicate that 64% of non-users are likely or very likely to use mobile wallet in the future, with 70% reporting they will use mobile wallet in the next 6 months.

Connected Life

Connected Life

Connected Life studies users and future intenders of Connected Cars, Connected Homes, and Wearable Technology. As new connections emerge, Nielsen is at the forefront of researching these technologies and their impact on the mobile ecosystem.

Connected Cars either have a connected solution built in or an after-market system that allows you to connect to the internet. The key point is you are not using your phone to connect to the internet.

Connected Home includes security, appliances, smart sound systems etc. that can be controlled from your phone or tablet via the internet.

Smartwatches and fitness bands tend to be accessed via an app on your phone or computer, or via a smartphone which is connected to the internet.

Connected Life Client Questions

Connected Life seeks to understand the motivations and behaviors of users and future intenders of Connected Cars, Homes, and Wearable Technology.


Current Users Future Intenders
Who is buying? Who will buy?
Where are they buying and why? Where do they plan to buy and why?
Where did they learn about it? Where will they research?
What do they value most? What will they pay for?
What do they want next? When will they buy?

Connected Life Metrics

Connected Life metrics include:

  • Awareness, Interest, Adoption and Consumer Profiles
  • The consumers’ Path to Purchase
  • The features and functions consumers are using
  • Usage scenarios – where and how
  • Connected Device brand preferences
  • Device Satisfaction/Willingness to Recommend
  • When will Future Intenders purchase?
  • Estimate of Market Potential
  • Behaviors and Attitudes trended over time

Connected Life Users

Who would be interested in Connected Life?

Click on each group 'i' to understand their interest in Connected Life.

Connected Life Use Cases

Connected Car

Connected Car Facts and Figures

  • 52% of users are in their cars an hour or more daily.
  • 52% use connectivity every time they are in their vehicle.
  • 40% of after market systems used are OnStar.
  • 63% were seeking a connected car before going to buy.
  • 43% of cars came with an assigned wireless provider.
  • 69% of after-market system owners are happy with the price.



Connected Home

What home automation are consumers using? 

Wearable Connected Devices

What devices are people using and what are they doing with these devices? 

Tablet Carrier Insights

Tablet Carrier Insights

Tablet Carrier Insights studies the user experience of tablet owners who have a subscription with a carrier network to connect their tablet to the internet (i.e., not Wifi only). 

Tablet Carrier Insights Client Questions

  • What drives tablet owners to connect to the cellular network?
  • How do consumers select carriers for their tablets?
  • What deals or promotions influence tablet acquisition?
  • What is the relationship between phone and tablet carrier plans?
  • Does having a carrier connected tablet impact customer satisfaction levels?
  • Do consumers want the same carrier for all of their devices?
  • What leads consumers to switch tablet carriers?

Tablet Carrier Insights Metrics

Who are the users and what technologies do they own? What do their data plans look like? What is the relationship between their satisfaction metrics and willingness to recommend? How do users choose their carrier and why do they switch?

Tablet Carrier Insights Use Cases

Network Satisfaction

Tablet Carrier Insights identifies current user satisfaction of their carrier. While AT&T has the highest extremely satisfied score (38%), followed by T-Mobile (34%), Verizon (30%), and Sprint (19%), when combining the 8, 9 & 10 ratings T-Mobile moves past AT&T with a score of 92 compared to AT&T’s 82.

Carrier Retention

Tablet Carrier Insights provides insights into consumers plans to remain with a carrier or switch to a competitive carrier. More than half of connected tablet users (55%) plan to stay with their current carrier for tablet services. Of the 15% who are likely to switch providers in the next year, cost (37%), network quality (16%), customer service and desire for a family plan (both 8%) are the main drivers for switching.

Knowledge Check

Connected Solutions Capabilities

Review the client questions and select if Connected Solutions or an Alternative Nielsen solution would address the client needs.

  1. What percent of smartphone owners use their mobile phone for payments or shopping?  
  2. What is the penetration of smartphones and tablets? And what is the purchase intent of these device users?  
  3. Your client is a conservative hotel chain that would like to transform their communication methods with customers. They would like to know: What is the penetration of email usage amongst business travelers?  
  4. What is the likely take-up of connected car and wearables products?  
  5. Which demographic segments are most likely to own a connected device?  
  6. Your client would like to develop an app allowing consumers to order and pay for their groceries. They would like to know: How do consumers find out about apps? Which is the most popular app store?  
  7. Do Connected Tablet users subscribe to the same carrier as their mobile phone carrier? 

Scenario 1: No Delays

  • Increase advertising of the app on social media.
  • Make the app available on the Apple App Store and Google Play Store.
  • Both options should be combined for the best consumer response.

Your client released an app that warns users about traffic delays on their intended routes. She sends you an email indicating they are unhappy with the trial of their new app which has received very good reviews, is advertised on Facebook and available exclusively via the Facebook App center. 

The client invites you to a meeting to discuss two suggestions for increasing trial of the app: 

  1. Increasing advertising on social media or
  2. Making the app available on the Apple App store and Google Play store

Based on the chart below, what would you recommend? 

Scenario 2: Who uses Mobile Banking?

  • Older, higher income females who uses mobile banking for business use.
  • A relatively even spread across age and income groups with a slight skew towards younger, lower income females who use mobile banking for personal use.
  • Younger, lower income males who use mobile banking for personal use.

A Financial Services client asks for a snapshot of the typical Mobile Banking consumer. Which of the following best summarizes the typical Mobile Banking consumer?

Use the chart below to identify key demographic attributes of the typical mobile banking consumer. 

Please remember each of these attributes are independent, therefore it should not be assumed a typical mobile consumer will have all of these attributes combined.

Scenario 3: Internet of Things

Please view the Internet of Things recording and then answer the questions. 
This recording is approximately 40 minutes long, therefore please skip ahead if you are unable to view the recording.
Tip: Ensure VPN Secure Client is connected before proceeding.

Select True or False for each statement.

  1. The ability to drive home from work in a connected car wearing a connected watch and send a message to my connected home to turn on the security lights and heating as well as record my favorite show on television will be available in the next few years? 
  2. It is fair to say that more screens means more content, more consumption, more advertising and more ways that our clients to interact with their consumers? 
  3. While there will continue to be more ways to connect with consumers, due to security concerns the number of purchase channels is likely to remain relatively stable? 


Connected Solutions Review

Connected Solutions provides many opportunities to connect consumers' attitudes, behaviors and usage with client questions on internet enabled devices. Consider these solutions next time your clients ask.

Connected Device investigates usage of smartphones, tablets, eReaders, media players and other connected devices.

Apps Playbook explores the applications marketplace amongst people who have downloaded an app in the past 30 days.

Mobile Wallet examines how people are using mobile devices for paying, banking & shopping.

Connected Life reports on users and future intenders of connected cars, connected homes, and wearable technology.

Tablet Carrier Insights studies the user experience of tablet owners who connect their tablet to the internet via cellular networks.



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