The Usage of Mobile Technologies by Nielsen: What are the Consequences for the Media?*

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Nielsen’s presentations are always clear and extremely well-researched. They use methodology and contextualized facts to express things in a way that makes sense. What more could you ask for? The subject under the spotlight on this occasion: the consequences of mobile technology on the habits of users, according to age. What lessons can be learned for the traditional forms of media?

Susan Whiting, Vice Chair of Nielsen looks through the results of a number of studies, the majority of which were conducted in the United States. She starts by announcing the rankings of the leading mobile applications, and the change in these standings from 2011 to 2012. She then goes on to talk about Facebook’s slowdown and Google Maps’ spectacular rise to power.

Next, she describes the main activities of users across all mobile devices, with the leading forms of use being:applications (54.59%), Internet browsing (13.41%), text messaging (9.48%) and social networking (8.81%). The use of cameras on mobile devices seems to have run its course (1.18%), as has what is supposed to be the devices’ primary use – making calls (3.37%). But I’m sure this won’t come as any great surprise to you. Listening to music or watching videos seems to be becoming increasingly popular, wouldn’t you say? (3.53%)

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*I was invited to attend Mobile World Congress by Orange Group to join their Social Media Team. Read more about these 4 days reports from the team at Live Orange Blog.

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