The firm, which is owned by Experian Marketing Services, measured key phone behaviour from a subset of respondents from its National Consumer Survey. Data such as application use, text messaging, geographic location and website visitation was collected through a passive mobile monitoring device and combined with information available in the National Consumer Survey.

Ken Wollenberg, the firm’s general manager said: “This research lays the necessary groundwork for what promises to be a source of unrivalled insights that marketers need as mobile increasingly migrates toward becoming consumers’ primary source of information, communication and even entertainment.”

Experian Simmons will present the findings of the pilot test at the Print and Digital Research Forum in San Francisco this month.