The kids woke up, the parents got called out of bed and for a few hours, shockingly, it looks like the family put down their mobiles on Christmas morning, according to data from Mixpanel, a mobile and web analytics company.
Welcome to the data-driven Christmas. A day that can be tracked in detail by mining the data on our phones and tablets. As proven by Mixpanel, data analytics can now tell when we open our presents, take a break and then once again immerse ourselves in our apps.
But tracking the data through mobile devices is no different in many ways to other media. For years, marketers have known the habits of people on Christmas Day. They could track what people did through the way we listened to the radio or watched television. But the difference now is the list of items in our homes that can be tracked. And the list will only grow as wearables and other things transmit data of their own.
For now, let’s look at what Mixpanel learned about us this Christmas. The company analyzed 1.2 billion mobile ”actions” on Christmas Day, which is a 66 percent increase over last Christmas. All told, 90 percent of activity was generated on mobile apps.
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