Mobile 360 helps measure mobile users’ behavior

, Account Director, TNS, The Netherlands noticed how the use of mobile internet by consumers has exploded. Advertisers must find new ways to address their target audience. It’s the eve of a mobile revolution; and Mobile 360 that was presented during today’s Media Research Seminar at the INMA European Conference 2012 gives a preview of the first audience measurement of mobile (phones and tablets) in Europe.

TNS NIPO is mostly famous for the studies: Digital Life and Mobile Life, and Mobile 360 – locally on smartphones and tablets.

Main takeaways fo those studies are:

1. Social meets a huge range of needs from passive to active, consumption to self – expression.
2. Digital is revolutionizing the sharing and creation of consumer content offering competition to that developed by brands
3. Brand pages on social networks are struggling to cut through

The Dutch have caught up in smartphone and tablet uptake and are even becoming to lead in Europe. The tablet uptake will be even stronger than smartphones next year.

Mobile 360 was developed in Netherlands. Its founding fathers are the only ones who are able to measure the mobile behavior. Wally Tas showed what kind of behavior they are able to track. The results were:

• More than 1000 smartphones and tablet users to provide detailed market information and to activate business and marketing strategies.
• Mobile applications dominate the usage of content on smartphones (42 minutes) Android and even BB users use their smarthpone longer per day than iPhone users.
• Apps dominate mobile browsing in almost all activities.
• Social and IM alone account for 45% of total online time (from the total of 42 minutes a day), gaming for roughly 25%. News accounts for 3%.
• News is mainly tapped into via smartphone in the early mornings moving up again after lunch
• Younger smartphone owners are spending much internet time on their device. Women spend 40% more time on their mobile than men.
• It can also track the top 10 apps and websites used. Same can be done for specific news sites

M-commerce is also studied by TNS, as mobile is in the path to purchase. Mobile is nowadays giving consumers greater power and revolutionising the buying exeprience.  Mobile fosters a flurry of activities while consumers are in store. The challenge for the retail world is to embrace and utilize those opportunities.

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