Dubai: Spending a lot of time using apps on the smartphone? Then you — if so inclined — might as well pass on all of that accumulated data of what you did to marketers.
A new app — Mobile O’ Meter — launched by the local research consultancy AMRB will allow you to do just that. “The app can unobtrusively obtain smartphone usage data from consumers — how often does one use a particular app, for how long, etc.,” said an AMRB spokesperson. “The method of collection ensures accurate usage data which can be used in many ways such as segmenting the smartphone user, media planning, etc.
“Marketers can then develop plans/products to specifically target the segments of interest.”
With the user’s consent, the app can track a user’s call history, the frequency of SMS received and sent, internet usage (from URLs visited) and applications used as well as their duration.
According to the AMRB spokesperson, “Usage behaviour can also help understand the effectiveness of an app as a communication touch-point, and thus useful for media planners.
“One can also gauge the penetration of apps among various user groups. For instance, banks can now gauge the penetration of their mobile banking app among users. Similarly, e-commerce websites can analyse the time spent on their app and the kind of transactions taking place.”
