MMA Hires OWA for Austrian Mobile Measurement

Global non-profit trade body the Mobile Marketing Association (MMA) has commissioned Internet audience measurement group OWA to measure mobile web site traffic in Austria.

With this move into the mobile market, OWA will measure traffic on mobile operator sites, as well as other web sites optimised for mobile use.

MMA establishes mobile media guidelines and best practices, and promotes the use of the mobile channel. Earlier in the year, the organization commissioned Lightspeed Research to conduct monthly research to provide members with reports on mobile usage and behaviour in the UK, France and Germany.

OWA's first set of Austrian data for June covers online newspaper site www.derstandard.at and the site of mobile operator 3 Austria.

Web site: www.mmaglobal.com .