Arbitron said it introduced a software-based meter for measuring mobile...
Arbitron said it introduced a software-based meter for measuring mobile device media use. The meter will give marketers, content owners, app developers and carriers access to information about how customers use their devices for social media, e-commerce and other apps.…
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It will measure their Web-browsing habits and exposure to advertising, Arbitron said. It began recruiting in November 2011 for a panel of about 6,000 smartphone and tablet users from which it will extrapolate usage data, the company said. The Arbitron mobile trends panels service will report on the reach, frequency and consumer engagement on “all key functions and activities of their mobile devices,” whether it’s online or not, it said. Arbitron also released some preliminary findings from Q1 usage: The top five apps are Facebook, Google Search, YouTube, Pandora, and Yahoo Mail; app usage is growing faster than Web browsing; average data traffic over Wi-Fi and cellular on iPhones is about 223 MB per user per month, while the average among Android, BlackBerry and Symbian phone users is 59 MB a month; social media apps account for 11 percent of all smartphone usage and Facebook accounted for 210 minutes of the average user’s smartphone time in a month. Twitter accounted for 107 minutes of an average user’s time in a month.