On-device metering in measuring the biggest mass medium – mobile
Hannu VerkasaloArbitron Mobile
Abstract
Mobile audience measurements suffer from two problems. First, obtaining rich enough data on mobile usage is difficult to meter technology-wise. Second, scaling the data collection in terms of samples is a bottleneck even though technical issues would be solved. Comprehensive and real-life data on digital content consumption and holistic smartphone usage are needed to allocate mobile advertising budgets, improve user interfaces, test new mobile devices and applications, and segment the consumer domain. This paper defines and discusses a framework for mobile audience measurements, where a...