GSM Association To Use M:Metrics Measurement System

The global organisation for the mobile phone industry, the GSM Association, is to use comScore’s M:Metrics system as it attempts to develop an audience measurement system for mobile media.

The GSM Association already is already working with the five major UK mobile networks and ABCe, and with this latest move has now enlisted one of the market leaders in mobile measurement.

The adoption of M:Metrics will be seen as a big step towards the launch of a standard measurement system.

An M:Metrics report published in July found that 80% of UK iPhone users accessing the internet and 69% using e-mail on the device, even prior to the launch of the 3G version.

M:Metrics: www.mmetrics.com