Report establishes new mobile metrics

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Highland Park, Ill.—A newly issued white paper, “The Mobile Measurement Framework: Making Sense of Your Mobile Efforts in the Context of Your Business,” maintains that most businesses are ill-equipped to effectively measure their mobile efforts and establishes a new set of metrics to help.

The report, written by Eric Peterson, founder and senior partner at Web Analytics Demystified, and sponsored by OpinionLab, said that, for businesses, mobile measurement is a tough task due to multiple platforms and devices, as well as underlying privacy concerns. The white paper introduces new metrics criteria it posits as more appropriate to the current multichannel marketplace: a set of three “essential” measures—sentiment, interaction and engagement—that businesses can apply equally to mobile Web sites, mobile apps and traditional websites.

In a related story, Google’s Android will surpass Apple’s iOS as the No. 1 smartphone operating system by 2012, according to a study by iSuppli. The study said that by 2012, Android will be used in 75 million smartphones, up from 5 million in 2009, while iOS usage will amount to 62 million, up from 25 million.

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