High smartphone usage good for businesses eyeing to benefit from big data

National 1 minute, 56 seconds


HIGH smartphone usage in the country could benefit organisations by helping them improve their services via the availability of big data, according to a Universiti Brunei Darussalam (UBD) study.

Published in the Journal of High Technology Management Research last year, the two researchers found a large number of respondents used their smartphones to browse the Internet and that it should be used to advantage of organisations.

A total of 589 respondents took part in the research across the country where the researchers found that 75 per cent of respondents accessed the Internet through their smartphone, 22 per cent through personal computers and three per cent use both platforms.

It was also found that two-thirds of respondents access the Internet for more than six hours daily.

Instant messaging applications were the most popular amongst respondents with 97 per cent agreeing to its popularity, social networking applications were used by 81 per cent of respondents while music and video streaming were popular amongst 76 per cent of the respondents.

Online gaming is also popular amongst 42 per cent.

“The explosion of big data emerges from a variety of data sources including from excessive use of smartphone which can extend the functionalities of smartphones to become a ‘smarter mobile phone’,” said the authors.

“Big data are collected whether through online or offline. These data can be gained from any online sources such as social media (Facebook or Twitter posts, etc) which can be used for the organisation’s use to understand the patterns made by the users or machines like smart metres,” they said.

The organisations could also have more control and understanding of their clientele’s behaviour based on their clicks, comments, sharing contents, purchase and budget amongst others.

“It could greatly help the organisation to understand the habits of a customer and use it to their advantage; on the other hand, users may benefit from the comprehensive and appropriate information for their own decision-making,” they added.

The authors explained that big data can be used to detect future problems such as business trends, product preference and best route for travellers, however, the data would need to be analysed first.

“The final product of analysis will have great value since the raw data is full of variety and volume; it could open doors of new possibilities and understanding,” said the authors.

The Brunei Times