The Mobile Internet Report Key Themes*

Traditional Retailers Using Pings to Customer Cell Phones
to Better Manage Physical Store Layouts
Path Intelligence Bridging the Gap Between Offline Retail and Online Data Analytics
Traditional Retail
Research
Data Collection
Conduct infrequent market
surveys (~1000 people per
survey), data unable to
detect rapid changes in
consumer behavior or
reflect spontaneous, onetime
events
Use anonymous sensors installed in
high-traffic areas (8MM+ people per
quarter) to collect real-time location
data (year-round) from passive cell
phone pings / monitor the path that
consumers + passengers take (~1000
people per hour)
Track the number of users
that visit a certain site /
usage on the site /
marketing effectiveness by
anonymously aggregating
traffic information
Metrics /
Analysis
Footfall (number of
consumers that visit a
store), doesn’t reflect
amount of time spent
Retail dwell time – highlights the
impact that the amount of time a
shopper spends in a store has on
spending. Their research has found
that a 1% increase in daily dwell time
was associated with a 1.3% increase
in sales.
Unique visitors / page
views / keywords searched
/ clicks / cost per click /
click-through rate
(Conversions)
Monetization
Sell market research
reports to retailers and
advertisers that highlight
broad consumer trends
Sell crowd data to retailers who can
map consumer traffic in order to
optimize the layout of retail space and
maximize occupancy + productivity /
sell to advertisers who want to know
where to place an advertisement most
effectively based on consumer traffic
Sell data to retailers and
advertisers who want to
drive more traffic to their
sites / ads and increase
the number of eCommerce
transactions that result
from each visit
303
Source: Path Intelligence, O’Reilly Media, CNET, Morgan Stanley Research.