comScore Rolls Out MMX Multi-Platform in India

comScore has rolled out its MMX Multi-Platform service in India, where it has also added data from its recently launched mobile consumer panel to Mobile Metrix. Both tools combine responses from desktop and mobile panels with data from the comScore census network.

Mobile Metrix 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. The MMX Multi-Platform builds on the company's Mobile Metrix, MMX and Video Metrix services, and gives viewing figures for 'traditional' and mobile-optimised web pages, mobile/tablet apps and video content. comScore has now added Android mobile panel data for measurement of mobile audiences in India, to report on visitation, engagement and demographics, including new segments for age and gender.

VP India Kedar Gavane (pictured) comments: 'As part of our continued commitment to improve data accuracy and adapt to the rapid growth of mobile in the India market, we are introducing mobile panel data which will enable more granular insights into audiences and their content consumption across devices and platforms. This marks an important step forward in advancing measurement in the industry'.

Web site: www.comscore.com .