Metrics for measuring mobile usage patterns launched

Mumbai: Specialised telecom research agency Informate Mobile Intelligence today announced the first mobile metrics report highlighting the emerging trends in consumer mobile usage that provides integrated consumer intelligence for the mobile industry in India.

While TV and internet - the first two screens - have been metered for several years now, involving syndication of key metrics like audience reach and usage, the mobile segment, metering patterns of usage the mobile, the third screen, has yet to be handled scientifically.

''There are now some 4 billion mobile phones in the world – four times as many as there are PC's," says Kedar Sohoni, president, Informate Mobile Intelligence.

"The global revenue potential for these devices is significant: 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.''

With the high rate of innovation in handset features and upsurge of VAS services in the telecom market, there exists a need to tap the user behaviour and preferences towards these products and services.

The report shows that Google remains the top website accessed on the mobile web in terms of unique users followed by Gmail, Yahoo, Orkut and Getjar with close to 40 minutes spent on browsing every day, while the top applications in terms of reach were Real Player, Visual Radio, Voice Recorder and Snake. (See: Table)