Nielsen Extends Profiling to Mobile Web

Nielsen has extended its online audience profiling service to the mobile Web. The new service provides marketers and publishers with lifestyle and demographic information for the audience of more than 200 mobile web sites.

The Mobile @Plan service claims to profile site users according to 'more than a thousand points of lifestyle information, including demographics, leisure activities, life events, electronics ownership, media use and brand-level purchase activity on travel, auto, finance, food and beverage, real estate, pets and more.'

Nielsen says around 48m US mobile subscribers access the Internet over their phones each month, creating a 'critical mass' for marketers. 'Every web site has a unique audience profile with users of certain lifestyles and interests' comments Jesse Goranson, SVP Mobile Media for Nielsen Mobile. 'Mobile @Plan identifies those differences on a site by site basis.' Goranson adds: 'Our clients want to understand mobile media in the context of other media. By building off of Nielsen Online's premier online ad planning tool, @Plan, Nielsen Mobile brings context and familiarity to the mobile marketing landscape.'

Combining data from @Plan and Mobile @Plan, Nielsen says marketers can 'leverage the nuances where the PC and mobile Web audiences vary.' As an example, it cites figures comparing the two for a number of travel-related sites, showing that 43% of mobile Web users have vacationed by air in the past 90 days, with American Airlines the most popular carrier, accounting for 13% of mobile Web users. Automotive web sites reached via the mobile Web, such as Car and Driver and Edmunds, are highly concentrated with vacation travellers - their audiences are twice as likely as the overall mobile Web audience to have travelled for vacation in the past 90 days.

Web site: www.nielsenmobile.com .

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

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