ABSTRACT
Mobile data is constantly generated by our mobile devices, and there are two main methods to view and analyze this data: mobile web analytics and apps analytics. Mobile Analytics focuses on characteristics of the mobile devices and the activities that originate on them, whereas traditional Web Analytics focuses on the activities that occur on Hyper Text Markup Language websites. Mobile or native apps are specifically created for and installed on mobile devices by downloading them from the iPhone or Android app store. Web-based apps look like native apps, but are websites that are optimized for mobile access. Mobile apps have been created with the purpose to assist users in pursuing many different tasks, and there are dozens of possible categories that apps fall under. Conducting research was indicated to determine if customers would benefit from the use of mobile and if it is profitable.
