Openwave Systems has released a report that analyzes the behavior of US consumers on the mobile internet.
The study shows that Social Networks are becoming a preferred replacement for previous means of electronic communication, and Mobile Ad Targeting can add significant value to a campaign.
Openwave produced this study by processing an anonymous sample of actual customer logs from a leading North American operator using the Openwave Mobile Analytics product.
Some of the highlights of the report include:
Also, the data showed that consumers tend to have a higher level of interaction with MySpace, compared to other social network sites or portals. The average hits per session at MySpace is more than twice what it is for Facebook, Google, or Yahoo, and over four times that for the operator’s own portal. This clearly has a large implication for the ability to generate advertising inventory.
“Subscriber data has always been part of an operator’s asset base, however extracting this information and transforming it to gain subscriber insight has been lacking,” said Dan Nguyen, interim vice president, products and marketing, Openwave. “In the current economic climate, better subscriber information and deep subscriber insight may help operators retain and gain customers.”
To download the entire report, visit this Openwave webpage.