comScore Launches Mobile Metrix 2.0

In the US, digital measurement specialist comScore has launched Mobile Metrix 2.0, which brings the company's existing online Unified Digital Measurement (UDM) system to smartphones.

Built around UDM, the new service allows users to quantify unduplicated audience sizes, with reference to app and browser usage. This in turn provides a view of the complete media brand reach on mobile devices. comScore's initial findings show that even though app and browser usage have similar audience sizes, apps have 'the lion's share of engagement, representing 4 in every 5 mobile media minutes.' The new system also allows segmentation across iOS, Android and RIM platforms.

Mark Donovan, comScore SVP of Mobile comments: 'The introduction of Mobile Metrix 2.0 represents the culmination of significant product development to bring the market detailed behavioral measurement of mobile media usage, including access from both mobile browser and apps. This is the mobile analog to comScore's flagship Media Metrix product, bringing critical insights such as audience size and demographics to the mobile marketplace. In addition to the granularity of reporting between mobile browser and apps across operating systems, Mobile Metrix 2.0 also enables a unified view of media properties' total mobile reach.'

The full launch report with detailed statistics and rankings can be found at: www.comscore.com/Press_Events/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior .