comScore Upgrades Mobile Measures in China and Germany

comScore has expanded its MMX Multi-Platform measurement and upgraded its Mobile Metrix offer, in both Germany and China - the latter in partnership with Kantar JV CTR Market Research.


In Germany, comScore has added data from its recently launched mobile consumer panel to Mobile Metrix, to allow more robust reporting of visitation, engagement and demographics for the country's mobile audience, including segments for age and gender. Jacques Tchenio, VP Sales, Germany and France points to 'the rapid growth of mobile in the German market' and says the introduction of mobile panel data 'will enable more granular insights into audiences and their content consumption across devices and platforms'.

MMX Multi-Platform combines data from desktop and mobile consumer panels with data from the comScore census network, to provide an unduplicated, persons-based measurement of total digital reach.

comScore says the German upgrade, 'along with France and Argentina', expands its advanced mobile measurement solutions to a total of 14 markets across the globe.


In China, comScore will add mobile consumer panel data from CTR, including Android smartphone panel data for application reporting, to again allow more robust reporting. Huang Xinyu (pictured), SVP and MD Greater China at comScore, says the enhancements 'come as a result of a close partnership with CTR... marks an important step forward in [the firm's] product innovation roadmap and is just the start of more to come'. Xu Lijun, Executive Director and President of CTR confirms that 'With more cooperation in future, CTR and comScore will work on a series of innovative products'.

The latter are likely to include moves to better understand consumers' changing behaviours and new technologies, using new large scale and diversified panels, plus measurement of traffic from third-party apps and content distributors.

December 2016 data from China show that the country had a Total Digital Population reach of 748m unique visitors/viewers across desktop, smartphone and tablets; with 20 percent of Internet users in China accessing only via mobile devices, twice the proportion doing so in the USA.

comScore says it now offers advanced mobile measurement solutions in a total of 10 markets across the globe, and 'in the coming months' will add Malaysia, France and Argentina.

Kantar's partner in CTR is CITVC - the joint venture is online at www.ctrchina.cn , while comScore is at www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.