Scoping for more than just couch potato metrics, Nielsen has partnered with Disney/ ABC Television Group’s ABC Research team to study consumer behavior related to video consumption on the iPad.
ABC commissioned the research company to create an custom, optional metered iPad panel of 200 users who will track their activities on the device. For a year, the participants will measure their frequency, page views, and duration for all activity on the device, offering the first insight into actual behavior instead of self-reported behavior for a more accurate view on consumer trends in the video market. Data will show when the heaviest amount of usage on the iPad occurs, including users interactions with the ABC Player app.
“We have been actively studying consumer tablet usage through our own data for two years, and believe Nielsen’s proprietary technology has the potential to deliver unprecedented additional details about consumer viewing patterns,” said Peter Seymour, executive VP of strategy and research for Disney Media Networks.
Though most equate Nielsen with TV ratings, the company’s analytics cover a wide range of industries, from telecom to music to video games, so it makes sense for the company to study consumer usage on the iPad. The company has reportedly made the iPad a focus of research for 2012.
“With our unique metering capabilities, this work with ABC represents a significant step forward in understanding how consumers are using and bringing the iPad into their day-to-day,” said Cheryl Idell, EVP/Nielsen. “The insight gleaned from this study, using these metering capabilities, is an example of how we meet our commitment to deliver cross-platform understanding to the industry and provide broader understanding of consumers.”