New Measurement System For Mobiles
M:Metrics, the mobile marketing authority, has announced the deployment of its M:Meter, the first commercially-available mobile device meter designed to measure the behaviour of mobile content consumers in the UK and US.
M:Metrics is the only research firm to measure the audience for mobile media and it has recruited more than 1,000 mobile phone users, who have installed M:Metrics’ metering technology on their mobile phones. In addition, the company is working with network operators to develop custom panels to measure the behaviours of consumers of mobile video, mobile audio, mobile browser usage and mobile application usage.
The authority has been collecting data from the M:Meter for the past nine months, and will launch the M:Meter service in the second half of 2006. M:Metrics also carry out the world’s largest monthly survey of mobile subscribers across the US, UK, Germany and France.
Will Hodgman, CEO of M:Metrics, said: “This is a watershed moment for the media measurement industry. As consumers become mobile, they are spending less time engaging in traditional media, such as television and radio. While our survey-based measurement accurately quantifies this audience, which is larger than the audience for most television shows in syndication in the US, the M:Meter provides even more detailed insights into the behaviours of mobile media users, which are invaluable to media companies, technology providers and network operators.”
M:Metrics: www.mmetrics.com