Nielsen to track mobile media usage from July
Rating: a virtuous circle
By Annie Turner
Nielsen is to launch the first product under its new Nielsen Wireless brand, Mobile Vector, in the US next month. Mobile Vector will use information from Nielsen’s National People Meter TV sample to segment behaviour and demographics by operator, measure how many people use content services and assess the impact this has on established media behaviour.
The service will complement the Nielsen’s Anytime Anywhere Media Measurement (A2/M2) initiative, which measures TV usage on all TV and video platforms, including personal video devices such as mobile phones. Mobile Vector promises to aid mobile carriers target their advertising campaigns, assist content producers in deciding which distributors to work with, and boost the scope for competitive positioning and differentiation of the mobile media industry more generally.
The group already offers the wireless industry customer segmentation, ringtone sales tracking (Nielsen RingScan), attitudinal and behavioural surveys and mobile polling.
Nielsen says that in the first quarter of 2007, more than 33 million people over the age of 12 used the mobile web and more than 8 million watched a video on their mobile phone (excluding their own, user generated content). Nielsen estimates that at least 25% of 18-34 year olds used their mobile phone to connect to the Internet in the first quarter of 2007, but that 46% of the mobile video audience is aged 35 plus and 46% is female.
Good. The more reliable the metrics, the more likely advertisers are to put their hands in their pockets and shoulder some of the cost, which means more people will use it, which means Nielsen will have more to report…I think it’s called a virtuous circle.
Related News:
Leave a Comment