Most industries have three primary questions: what is their target audience doing, consuming and buying? Mobile devices, with today's accelerated usage, have become the window to answering these questions and understanding consumer behaviour. In this paper we review the latest data about the actions and activities of individuals on their smartphones and media consumption, by exploring new forms of behavioural data. The more than 3.2 billion smartphone users around the world have access to roughly 1.96 million apps via the Apple App store, or 2.87 million apps via the Google Playstore. User bases and available apps...
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