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Passive App Tracking


Many people have no idea about what they do on their phones: when asked they may give a very different impression to the actual picture (and indeed this is often because they use their phones so unconsciously). That’s where the Passive App Tracking comes in.

A panel of smartphone users agree to participate in a fixed period test, during which we record all of their smartphone usage. At the end of the test period, we can produce a robust statistical analysis of actual usage. This can pinpoint app usage, analysed by demographics, time of day etc.

In our test case for Meteor, we also paired this tracking with an online survey enabling us to compare perception versus reality of smartphone usage. This approach was critical to informing Meteor’s first to market launch of 4G in 2013 and the project was awarded ‘Best for Innovation’ by the Marketing Society.


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