Experian Simmons Completes Extensive Mobile Metering Test

Experian Simmons completes extensive mobile metering test
Connects rich mobile phone behaviors with brand and media preferences, attitudes

New York, N.Y., Oct. 13, 2011 Experian® SimmonsSM, part of Experian Marketing Services, announced today the completion of a pioneering research initiative that successfully links extensive smartphone behaviors with detailed insights on consumer brand preferences, multiplatform media consumption, demographics and attitudes.

Employing a passive mobile metering technology, Experian Simmons measured key mobile phone behaviors from a subset of respondents to its flagship National Consumer Study (NCS), a large, nationally syndicated survey. The pilot test was designed to combine rich mobile phone data — such as application use, Website visitation, text messaging, geographic location and more — collected from a passive mobile monitoring device with the large-scale inventory of variables available in the NCS.

“This innovative research lays the necessary groundwork for what promises to be a source of unrivaled insights that marketers need as mobile increasingly migrates toward becoming consumers’ primary source of information, communication and even entertainment,” said Ken Wollenberg, general manager of Experian Simmons. “Experian Simmons maintains a core commitment to continue our aggressive pursuit of market products and services that bring together rich mobile data with our trusted syndicated consumer research.”

From the pilot test, Experian Simmons found:
• The top types of mobile applications by reach are voice, messaging, Web browser, email and social networking
• Social networking applications were launched on average almost 18 times per day and used an average of 33.6 minutes per day
• Use of news and information mobile applications spike between 6 a.m. and 7 a.m.
• The average mobile Web browser session of a heavy magazine user lasts twice as long as that of a light magazine user

Experian Simmons, in conjunction with advertising agency UM, will be presenting more detailed findings from the mobile pilot test at the Print and Digital Research Forum in San Francisco on Oct. 13. Copies of the report Unique Learnings in Creating a 360 View of Mobile Consumers will be made available upon request after the formal presentation.

“The preliminary work conducted by Simmons is absolutely necessary for establishing a solid foundation upon which to build a vast database blending passive, transactional mobile metering with self-reported brand, media and psychographic measures,” said Karen Ring, vice president of research, UM. “This is exactly the type of information that is in high demand among advertising professionals looking for greater granularity in mobile app metrics.”

To request a copy of the pilot findings, click here.

Matt Tatham
Experian Public Relations
1 224 698 8798

About Experian Simmons
Experian Simmons, Experian Marketing Services’ consumer research service, has been chronicling the American consumer for 60 years. From the products that all Americans buy and the brands they prefer to their Internet shopping behaviors, attitudes and lifestyles and the media that they use, the Simmons National Consumer Studies survey more than 30,000 American consumers each year to deliver reliable national and local data. http://www.experian.com/simmons

About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was $4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

For more information, visit http://www.experianplc.com.

Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.