Nielsen Company has announced that they will start conducting a study in order to find out the most frequently used mobile phone functions. The research will also include a psychological dimension, as they are looking to find out the impact that this has on media behavior too.
The results of this research will prove to be highly useful in finding solutions for the development of the
mobile phone industry. "Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity. Independent measurement of the cross-media behavior of the growing mobile audience will support and accelerate the evolution of mobile media business models", said Jeff Herrmann, Vice President of Nielsen Wireless.
By studying user behavior, they will have access to information on the average consumption of mobile media content. This means that the companies which provide mobile phone services will have a better set guideline for future development. Nielsen's goal is that of developing a system which is capable of supporting a market-wide view of mobile media consumption.
"The value of an
entertainment medium is directly proportional to how well it is measured", considers Herrmann. This might very well be true, considering the fact that, without proper studies being conducted, the mobile telecommunication field is based only on suppositions. A continuous, professional study on the needs and preferences of cellphone users proves to be indeed useful.
Nielsen Wireless estimates that more than 30 million people have accessed mobile internet services in the last month. Moreover, 8 million people per average have viewed video content on their handsets.
Nielsen Company is the leading worldwide provider of marketing information, audience measurement, as well as business media products and services. They currently provide reports for a large number of companies from more than 100 countries.
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