The ICT (Information and Communication Technology) industry plays a vital role in the way that individuals, companies, organisations and governments operate and interact with one another. It’s each of these interactions that create ICT usage data and if this data is used correctly, it can form the basis on which important decisions and strategies are developed.
What is ICT Usage Data?
Put simply, ICT usage data is the information and statistics that are created from the use of information communication technologies in a wide range of contexts. Here are some examples of the usage data produced:
Usage Frequency: How often specific tools or platforms are accessed by its users
User Demographics: The demographics of the users such as their: age, gender, location and occupation.
Type of Activities: These can be browsing, video conferencing, online shopping and so on.
Usage Duration: The amount of time that users spend on different applications, tools and platforms.
Device Utilisation: The types of devices users are making use of to access various ICT resources, such as: smartphones, tablets, computers etc.
The Importance of Structuring ICT Usage Data
While ICT usage data is valuable in itself, the true value of this data emerges when it is analysed and structured. Below are a few of the key benefits achievable when this is done correctly:
1. Improved Decision-Making: Structured ICT data will give organisations a clearer view into the behaviour and preferences of the users that produced that data meaning that organisations can now present tailored offering and solutions to their customers.
2. More Accurate Resource Allocation: Structured ICT data will show organisations exactly which of their technologies are popular amongst their consumers, and which technologies are underperforming. This valuable information will show the organisation where their resources will yield the greatest returns.
3. Targeted Marketing and Engagement: Understanding user demographics and behaviour allows companies to create targeted marketing campaigns. By tailoring messages and offers to specific user groups, businesses can enhance engagement rates and drive conversions.
4. Policy and Strategy Formulation: For organisations such as governments and regulatory bodies, structured ICT usage data is valuable when it comes to the development of policies relating to access to technology, digital literacy, cyber security and so on. This structured data also assists these organisations to developing strategies that address the digital divide in society.
