comScore Combines Smartphone and Tablet Measures

Digital media analytics specialist comScore has rolled out a tool called MobileLens Plus, which provides insights into consumers' usage of and attitudes to both smartphones and tablets.

comScore inherited the original MobiLens syndicated monthly online survey when it acquired mobile measurement firm M:Metrics in 2008. This survey covers overall mobile phone usage including device information, data usage, media consumption and demographics. The new MobiLens Plus replaces the existing MobiLens and the firm's TabLens tablet ownership and usage analysis product.

Combining qualitative survey data with quantitative observed mobile behavior, the new tool can be used to anticipate changing consumer preferences for mobile products and to analyze media consumption patterns. In addition, it provides publishers and agencies with behavioral information such as device purchase intent, brand loyalty and attitudes towards different mobile advertisement types.

Naresh Rekhi, VP of Product Management, says: 'Given the incredible rise in mobile usage, it is more important than ever that brands understand how their current and prospective customers are interacting with their devices. Having deeper insights regarding consumer interests, device preferences and more will help our clients create informed marketing strategies so they can competitively position their products and accurately target audiences with the right messages at the right time and on the right devices'.

Web site: www.comscore.com .