Hey measurement peeps, when are you going to ever break out “mobile” to be truly “mobile?” Currently captures too many devices and behaviors. Out on the street with my iPhone is considerably different than on my couch with the same phone, let alone including tablets of varying sizes. 

I have yet to see any analytics company or platform like Facebook, Twitter, Buzzfeed or StumbleUpon breaking out that kind of data. They should.

Yesterday, ReadWriteWeb published an article by Alicia Eler on the rapidly diminishing usage of Draw Something, a mobile app recently purchased by Zynga for a reported $200 million and change. According to Forbes, the app is shedding 5 millions users a month since the Zynga purchase. 

To me, the main reasons are obvious.

Beyond the simple fact that drawing with your finger can get frustrating, the Draw Something gameplay is tedious:

• There’s no reason to play for coins
• You don’t earn more coins for guessing or drawing quicker
• You can easily write the word if you value worthless coins over honesty
• The interstitials of stars and happy explosions take way too long
• The sequence required to “finish” a turn forces a question, “Do I have time and patience to do this right now?”: watch your drawing being guessed (skippable), guess your friend’s drawing, draw your response.

So, during last night’s Super Bowl ad extravaganza, did anyone actually use Shazam whenever their logo appeared during an ad? Anyone? Anyone? Bueller?