Mobile 360 helps measure mobile users’ behavior

September 26, 2012 by  

, 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.


Feel free to leave a comment...
and oh, if you want a pic to show with your comment, go get a gravatar!

More recent stories

alt text VICE: Changing of the guard in media for generation Y

Carsten Kritscher, Commercial Director, VICE Media (Germany) shared during Digital Innovators Summit how his company has collaborated with forward thinking brands to form unique partnerships and develop cutting-edge, disruptive solutions for their needs. The... 

alt text Condé Nast – Programmatic ad transactions for publishers

At Digital Innovators Summit, Rick Welch, Head of Programmatic Sales, Condé Nast (USA) provided an overview of the programmatic ad landscape, and ways magazine media companies can approach building programmatic capability. Condé Nast is home to some... 

alt text The Onion’s evolution towards digital only publication

Steve Hannah shared at the Digital Innovators Summit how they have transformed their weekly newspaper into a 24/7 digital media brand with new business models while staying true to their core brand. The U.S. satirical news brand The Onion has become more... 

alt text Staying on the interactive marketing rocket – discussion

Online adverting and marketing continues to increase its share of global advertising budgets. This session of Digital Innovators Summit featured the perspectives of global brands and a publisher on the state of online marketing – trends, what is working,... 

alt text Making the most out of Facebook

How can media companies best make use of this social network with its more than one billion monthly users? Andy Mitchell talked during Digital Innovators Summit about the latest developments at Facebook that benefit media companies as well as effective... 

alt text Cool is not an accident – how to make videos go viral

You don’t have to wait for some happy coincidence to get a video that spreads across social media like a wildfire – you can make one yourself! Award winning and provocative director Joseph Wade (Don’t Panic, UK) talked during the Digital Innovators... 

alt text Fædrelandsvennen – All access success

In May of 2012, Fædrelandsvennen launched a new business model. Speaking at the Digital Innovators Summit in Berlin, News Editor Christian Stavik reported his newspaper now has 75% coverage in its core market, which is the entire country of Finland. The...