Arbitron Launches Mobile Usage Measurement Service

US radio ratings giant Arbitron has introduced a mobile measurement service called the Arbitron Mobile Trends Panel, with a meter using proprietary software to examine how consumers use their phones to surf the web, engage with social media and act on mobile advertising.

As part of the service, an opt-in panel of approximately 6,000 smartphone and tablet users was recruited last November by Arbitron Mobile; a wholly-owned subsidiary launched following the firm's acquisition of Finnish mobile measurement firm Zokem last summer.

The service is designed to report reach, frequency, usage and consumer engagement with all key functions and activities across mobile devices, whether the device is online, connected to a cellular or Wi-Fi network, or used off-line.

The meter is also capable of serving real-time, context-sensitive questionnaires directly to a user's mobile device, for use in custom research studies of user experience or ad effectiveness.

Hannu Verkasalo, SVP of Arbitron Mobile, comments: 'With the debut of our Arbitron Mobile Trends Panels service, we are working to become a leading provider of insights for the mobile and media industry into the top mobile apps, web sites, devices and usage patterns, as well as mobile advertising, search and commerce.'

Web site: www.arbitron.com .