Nielsen has formed a strategic alliance with India-based Informate Mobile Intelligence, which uses on-device metering technology installed on panellists' handsets.
Informate's service provides telecoms operators, handset manufacturers, application developers and advertisers with information based on actual mobile usage. The partnership, to be known as Nielsen Informate Mobile Insights, combines this with Nielsen's consumer and marketing expertise.
Informate's President, Kedar Sohoni, says on-device metering 'will for the first time give advertisers, content developers and telecom players an insight into how the mobile consumer is evolving... an unmatched view of a powerful new medium.'
Initial data says the average smartphone user in India spends 2.5 hours a day using phones with 72% of that spent on activities such as gaming, entertainment, apps and internet related content, and only 28% on voice calls and text messaging.
Farshad Family, Nielsen India's MD - Media, comments: 'Today, younger Indians... prefer texting and chat over voice communications and understanding this behavior better can define data consumption and customer acquisition strategies for operators and handset providers.'
Web sites: www.nielsen.com and www.informatemi.com .