CASE STUDY ABC TELEVISION MEASURING CONSUMER PERCEPTIONS, NOT JUST DOWNLOADS, TO IMPROVE THE ABC MOBILE APP EXPERIENCE Known for their high-quality television programming and leadership in providing programs via digital platforms, ABC was the first network to provide viewers the opportunity to watch their favorite series on a mobile device through the ABC iPad app. With the rapid expansion of their viewership, ABC needed to know who was watching programming via the iPad app and how they could leverage this touch point to increase consumer reach and engagement. Before ABC could evaluate improvement areas or make any business decisions related to mobile, they needed analytics based on consumer feedback to help them understand who was using their mobile app and the impact the e

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