Japanese Launch for comScore's Mobile Measure

comScore has launched its syndicated mobile measurement service MobiLens in Japan. This is the first Asian launch for the service, which currently serves the US, the UK, France, Germany, Italy and Spain.

The service offers insights into consumers' mobile behaviors, user demographics and device capabilities.

The country is home to 'one of the most advanced mobile markets in the world, with sophisticated consumers who use their mobile devices for a wide array of activities' according to the firm's VP for Japan, Daizo Nishitani. Japan has just over 100 million mobile users, of whom nearly 60 million (59.3%) accessed the browser on their mobile device in June 2010, while more than 42.6m accessed a mobile application (42.3%). A more modest 17% of the mobile population visited social networking sites or blogs.

Will Hodgman, comScore EVP for the Asia Pacific region, comments: 'In this dynamic and fast-growing market, understanding what content users are consuming on their mobile device and how they are consuming this content is critical information for mobile brands.'

The company is online at www.comscore.com .