Arbitron mobile analytics initial findings: Pandora among top 5 apps

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Issue Date: 
Apr 18 2012 - 12:45pm

From Issue:

Arbitron mobileArbitron has launched a mobile measurement service and already found that Pandora is among the top 5 most popular apps.

The new Arbitron Mobile Trends Panel uses an "on-device software meter" to track "how mobile consumers use apps, surf the web, engage in social media, participate in e-commerce, are exposed to and act on advertising, and employ their device to communicate," said Arbitron.

The Panel is made up of about 6,000 smartphone and tablet users. Recruitment began in November 2011, said Arbitron.

Results from Q1 2012 show that Facebook, Google Search, YouTube, Pandora and Yahoo Mail make up the top 5 apps. Facebook, the most popular smartphone app, has a monthly reach of 65%. Arbitron found that app usage is growing faster than web browsing.

Arbitron's announcement arrives at about the same time as a new report from the Internet Advertising Bureau (IAB), which found that mobile advertising grew 149% in 2011 to reach $1.6 billion. Internet ad revenue overall grew 22% to $31 billion -- "a landmark high," commented the IAB.

You can find more from Arbitron here and more on the IAB's new report here.


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