Portable multi-purpose audience measurement systems, apparatus and methods

A system comprising:

• means for sending a message to a mobile device addressed to a user;
• means for downloading a metering software module to the mobile device, the means for downloading to:
• collect demographic data, including a phone number for the mobile device, via a website associated with an information gathering entity, the demographic data collected via the website from a personal computer, separate from the mobile device, used to access the website;
• and
• download the metering software module to the mobile device dependent upon receipt of a response to the sent message, the metering software module to acquire and store events the mobile device is engaged in performing;
• and
• means for receiving reported data from the mobile device at a server associated with the information gathering entity.

At least one storage device comprising computer readable instructions that, when executed, cause at least one processor to at least:

• collect demographic data, including a phone number for a mobile device, via a website associated with an information gathering entity, the demographic data collected via the web site from a personal computer, separate from the mobile device, used to access the website;
• send a message to the mobile device;
• download a metering software module to the mobile device dependent upon receipt of a response to the sent message;
• and
• receive, from the mobile device, event data associated with the use of the mobile device.