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Nielsen forms alliance with Informate Mobile Intelligence

Nielsen has formed a strategic alliance with Singapore-headquartered Informate Mobile Intelligence in a bid to improve understanding of how consumers use mobile devices and consume mobile content.

The ‘Nielsen Informate Mobile Insights’ alliance, covering Asia-Pacific, Middle East and Africa, aims to provide data, analysis and insights on consumers’ mobile usage, focusing in particular on the usage of smarthpone features, apps and network numbers.

The alliance has already been running in India since 2011, and it has also recently launched in Indonesia and Malaysia. There are plans to launch in other markets across the region from early next year, starting with Thailand and the Philippines.

Its research in Indonesia has found out that consumers spend an average of four hours per day on their smartphone handset, with communication and entertainment being the two largest contributors to this time (36 per cent and 23 per cent of total time respectively).

It also revealed that Android users have the highest level of apps usage, installing around 13 new apps per month and spending more than an hour per day using apps.

Vishal Bali, managing director of Nielsen’s Telecom Industry Group in Asia Pacific, Middle East and Africa, said the mobile ecosystem presents huge opportunities and challenges for marketers, especially those within the device manufacturing, content and network sectors.

“Smartphones have now reached a stage where marketers cannot simply ignore them as a marketing medium,” he said.

Source: campaign

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