comScore Launches Mobile Metrix in Columbia

Digital audience measurement specialist comScore has announced the roll-out of its Mobile Metrix solution in Colombia, giving figures for smartphone and tablet audiences in the country via both apps and browsers.

The tool uses comScore's Unified Digital Measurement (UDM) solution, combining passive on-device measurement via mobile panels with census data, to provide insights into mobile media usage across apps and mobile browsing. With the release, the firm will start providing Colombian mobile usage and behavior on tagged publishers, category audiences and trends for mobile browsers and apps across both iOS and Android mobile platforms, and browser-only and app-only consumption metrics.

Alex Castro (pictured), Director Sales for Colombia, says the launch brings insights into the consumption and behavior of mobile audiences to the country for the first time. 'This is a huge step to represent consumer Internet usage in Colombia across multiple platforms and devices. Now, publishers will be able to get credit for these valuable audiences and media planners and buyers will know which apps and mobile web sites are attracting their target audiences' attention,' he adds.

Web site: www.comscore.com .