Nielsen Informate Mobile Insights uncovered interesting evolutionary trends that are setting the tone for the future.

1. Similar, yet more – Smartphone users do similar activities but some spend significantly
   more time than others.
2. As users engage more, calls take a back seat – Evolved smartphone users engage with many activities on their devices however calls are lower in priority.
3. Ecosystem and Life-stage guide engagement – Varying smartphone involvement is seen across operating systems and age groups, simplifying targeting for marketers
   Nielsen Informate Mobile Insights segmented consumers into different sets of users and analyzed their usage patterns.

• Learn more: Download Nielsen Informate Mobile Insights – Volume 2