Abstract :
Holistic, objective and precise data on mobile user behavior and experience are needed in today´s product development and marketing activities. This article presents a framework for mobile audience measurements, for collecting data at the point of convergence-devices. The paper compares the presented framework to alternative methods of mobile user research, and identifies the unique advantages of on-device measurements along with the key weaknesses. In addition to elaborating on data collection, the paper addresses the related analytics, presenting adoption modeling and stickiness analysis that complement the data collection processes and deliver practical insights. The insights can be provided to device vendors, application developers and carriers, who can use the insights in product portfolio management, product development, and marketing.
Keywords :
marketing; mobile radio; product development; adoption modeling; data collection process; marketing; mobile audience measurements; mobile user behavior; on-device measurements; product development; product portfolio management; stickiness analysis; user experience research; Aerospace industry; Application software; Communications Society; Data analysis; Data mining; Electronic mail; Internet; Product development; TV; Technological innovation;
