Nielsen grants metrics wishes with new mobile measurement service

With every new model released, mobile phones become less like mobile phones and more like computers. Data plans are slowly becoming more reasonable and, with Apple and Google already in on the action, mobile marketing is slated as one of the many next big things for the marcomms sector. As such, the demand for third-party metrics on mobile internet usage from advertisers and publishers in New Zealand is increasing, so Nielsen has responded to that demand with Mobile Market Intelligence (MI), something it claims is a world first in online audience measurement methodology.

“With the increasing amount of mobile internet usage in New Zealand, advertisers, agencies and publishers are all looking for reliable data and insights to support their content and advertising strategies,” says Amanda Wisniewski, commercial director of Nielsen’s online business in New Zealand. “Mobile Market Intelligence will, for the first time, provide independent, third party data on how New Zealanders are using their mobile phones to access the internet, helping to support mobile advertising decisions.”

Results from the new service, which claim to provide “a consistent and transparent metric” are available from October 2010, with data for the week ending Sunday 24 October showing average daily unique browsers accessing the internet via mobiles in New Zealand at 23,456, with average time spent online via mobiles sitting at just over five minutes.

Nielsen already releases occasional mobile-related internet data as part of its Market Intelligence service (we’re always ones to brag and the last release in July placed StopPress as the number one in terms of percentage of our users who had accessed the site via mobile, with our chums at the NZMA coming in in sixth place), but this is obviously a much more regular and robust service, providing metrics on average daily unique browsers, sessions, page impressions and average session duration, as well as tracking made-for-mobile content from content aggregators, publishers and telecom carriers which is accessed via devices such as mobile phones, smart phones and iPhones.

The Mobile Market Intelligence service will be provided automatically to all of Nielsen’s agency clients, and participating publishers follow a simple process of tagging their site in order to be included in the service. A number of publishers have done this, including APN, TVNZ and MetService.

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