Smartphone Link for Experian Simmons' NCS

In the US, Experian Simmons has completed tests of a 'pioneering' research initiative, which aims to link smartphone behavior with insights on consumer brand preferences, multi-platform media consumption, demographics and attitudes.

The company tracks Americans' on- and off-line shopping habits, media usage, attitudes and lifestyles via its National Consumer Studies (NCS), surveying more than 30,000 consumers each year.

In the pilot for the new service, the firm used passive mobile metering technology to measure mobile phone behavior including app use, web site visits, text messaging and geographic location; combining these with variables from the NCS survey.

General Manager Ken Wollenberg comments: 'This innovative research lays the necessary groundwork for what promises to be a source of unrivaled insights that marketers need as mobile increasingly migrates toward becoming consumers' primary source of information. Experian Simmons is committed to market products and services that bring together rich mobile data with our trusted syndicated consumer research.'

Web site: www.experian.com .