Nielsen Tackles Smartphone Metrics–How does it Rate?

It’s no secret that Nielsen is one of the world’s top contenders in the measurement of information and statistics. But many have associated Nielsen’s statistical prowess with television metrics and measurements of more traditional forms of advertising. For a surprising while, those assumptions weren’t far off.

In fact, though digital media have been around for some time, Nielsen has just recently started gathering information from the digital world. Nonetheless, Nielsen has covered its bases with the release of impressive technology.

A new and exciting development (for advertising geeks, at least) has come our way in the form Nielsen Smartphone Analytics.

Nielsen installs the analytics software on a consenting participant’s smartphone and measures various pieces of information on usage. Some of the software’s capabilities include calculating the number of text messages sent, times of camera activity and the duration of individual smartphone feature use. More interestingly, the software is capable of measuring how long users are on mobile Internet, which apps are used, and how long users visit those apps.

The newest study conducted using Nielsen Smartphone Analytics deals with both mobile Internet and smartphone apps. The study notes that when users are looking for information on their smartphone, they want it to be at their fingertips, hence why apps are used 2/3 of the time (versus the 1/3 on mobile Internet).

In another interesting find, Nielsen noted that the top 10 apps in the Android App Market are used far more than all of the other thousands of apps available.

Along with gaining new knowledge on smartphone usage, Nielsen has taken a step forward in the ways that it measures statistics. In the past, Nielsen would ask its consenting participants to fill out a survey and send it back to them after the fact. Now, with Nielsen Smartphone Analytics, the measuring happens in real time. No longer will there be problems with recall and forgetfulness. Instead, the software allows its subscribers to “watch these metrics in detail” as soon as they occur.

From TV mobile apps, it seems that Nielsen has held on to its measurement capabilities despite technological evolution. Now, the question remains as to whether smartphone statistics will become as important as Nielsen’s ratings for the shows we watch.

To learn more about Nielsen’s new technology, visit http://blog.nielsen.com/nielsenwire/online_mobile/mobile-apps-beat-the-mobile-web-among-us-android-smartphone-users/ and http://www.fastcompany.com/1774679/nielsen-gets-even-better-at-measuring-stuff?partner=rss

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