The proliferation and adoption of multiple Internet-access platforms in the U.S., especially among younger and ethnic populations, has increased the need for research organizations to provide alternative methods of data collection, such as mobile applications and Web. In 2012, Nielsen conducted a study in two local demographically diverse market areas in the U.S. to assess the viability of using a cross-platform mobile and online application (Whatcha Watchin’?) to capture television viewing. To maximize coverage of smartphone and non-smartphone users, iOS (iPhone/iPad), Android and online (website) versions of the application were developed and made available to participants. Here we present the end-to-end study experience through the eyes of the user and focus on recruitment, app download and general use of this data collection tool. The user experience was gathered through a follow up online survey and a set of one-onone interviews conducted shortly after the end of data collection period. Survey respondents included those who accepted, registered into the App/Web and submitted at least one viewing entry; those who accepted and registered but did not submit any viewing entry; and respondents that accepted over the phone but didn’t register into the App/Web. Key findings on the effectiveness of the recruitment materials, reasons for participation, interaction with the App, etc. will be presented, followed by a discussion on key topics to include when surveying respondents’ on the user experience with cross-platform data collection tools.