Informate Mobile Intelligence, a specialised telecom research agency, has launched the quarterly Informate Mobile Metrics Report, highlighting the emerging trends in consumer mobile usage that provides integrated solutions for comprehensive consumer intelligence for the mobile industry in India.
The first two screens, namely TV and Internet, have been metered for several years now, its key metrics being audience research and usage. But now mobile metering is also possible with the newly-developed metering software introduced by Informate that would record all activities on the device, downloaded daily on to Informate’s servers.
Giving out his views on the quarterly report, Mr Kedar Sohoni, President, Informate Mobile Intelligence, said, “There are now some 4 billion mobile phones in the world – four times as many as there are PCs. The global revenue potential for these devices will be around some $4.5 billion in advertising revenues and $25 billion in applications sales by 2013. Those who stand to benefit from these revenues include advertisers, applications developers, handset brands and carriers.” But he also added that these companies lack reliable behavioural data to make media buying or developmental decisions and Informate is here to address this vacuum by providing accurate and trusted data using survey techniques and industry-leading metering.
The Informate report contains rich granular data collected over the last 6 months on various aspects of phone usage among mid- to high-end handset users. The report also points out that Google remains the top website accessed on the mobile web in terms of unique users, followed by Gmail, Yahoo, Orkut and Getjar, while the top applications in terms of reach were Real Player, Visual Radio, Voice Recorder and Snake.
