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Nielsen and MTdiamTtrie Launch Mobile Study
Nielsen has partnered with French media agency Médiamétrie to launch a study of French mobile phone consumer behaviour.
The quarterly Mobile Consumer Insight (MCI) study will include detailed analysis of the use and consumption of mobile phones. It will offer an overview of services, products, media and content, as well as details about the consumption cycle - from handset purchase to the importance of technical aspects, content and applications used, satisfaction and churn.
In addition to understanding how people use their mobiles, MCI is designed to uncover the motivations, purchase triggers and subscription requirements of users when they choose or renew their mobile phone or operator. It will also examine mobile Internet use, and user satisfaction.
Initially, the study will be based on the data from mobile phone users in France. However, Nielsen plans to expand this with data from other markets around the world.
'Through the Nielsen Telecom Practice, French companies will be able to compare their data, with that from the 15 countries we study, particularly in Europe. We will add a new perspective on practices and different competitive situations,' said Jean Littolff, European Director of Nielsen's Telecom Practice.
Yesterday, Médiamétrie launched a new service to measure Internet radio streaming and podcasts on a monthly basis.
Web sites: www.nielsen.com and www.mediametrie.fr .
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