My Phone Is My Diary: Using Mobile Diaries For Tv Viewing Measurement

Mitchell Lovett, University of Rochester, USA
Renana Peres, Hebrew University of Jerusalem, Israel
Mobile panels are gaining popularity among marketing practitioners, but their use is still relatively rare for scholarly research. We study mobile diaries in the context of TV viewing measurement providing both an assessment of their accuracy versus observed PeopleMeter records as well as how mobile diaries augment current viewing measures.
[ to cite ]:
Mitchell Lovett and Renana Peres (2015) ,"My Phone Is My Diary: Using Mobile Diaries For Tv Viewing Measurement", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 244-248.