Mobile analytics adoption on the rise but remain hampered in developing countries
Banks, financial technology vendors and telcos are realising the potential of the mobile channel, as developments in the mobile banking scene intensify. July 25, 2012 | Levina LimFinancial institutions are increasingly looking to the mobile channel as a potent marketing and advertising medium, and with good reason. Mobile device take-up rates have been exponential, with global mobile cellular subscriptions reaching 5.9 billion in November 2011, 48% of which were from the Asia Pacific region. Along with this came increased interest in mobile advertising. Worldwide mobile advertising expenditure reached $6.3 billion in 2011, and is expected to increase by 85% to $11.6 billion in 2012 alone, as organisations leverage on this medium for marketing and analytics purposes. In 2015, mobile advertising revenue in Asia Pacific and Japan is forecasted to hit $6.9 billion in 2015, according to mobiThinking’s Global Mobile Statistics 2012. Figure 1. Key global telecom indicators for the world telecommunications service sector in 2011 Mobile analytics versus web analytics Mobile analytics is the use of analytics in a variety of mobile marketing efforts: text messaging, QR codes, mobile phone web data, and mobile applications (apps), and tablet devices to gain analytical insight into behaviours of consumers utilising handheld devices. Unlike conventional web analytics, mobile analytics is able to capture more advanced mobile metrics. These include the ability to track the number of app downloads, app usage, conversion/acquisition rates and crash data. Mobile analytics is not necessarily separate from web analytics, and certain web analytics services also offer mobile intelligence capabilities in addition to web statistics. For example, Google Analytics recently launched a mobile app which allows app designers and publishers to track activities of users who have downloaded a m... Please login to read the complete article. If you already have an account, you can login now or subscribe/register.
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