comScore Launches Mobile Metrix in UK

Digital specialist comScore has rolled out its mobile audience solution Mobile Metrix in the UK, providing measurement of total mobile audience behaviour across smartphones and tablets.

The tool 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.

In the UK, Mobile Metrix replaces the GSMA Mobile Media Metrics (MMM) service launched in partnership with the GSMA mobile operators' trade association in 2009. In addition to census-level measurement, Mobile Metrix includes smartphone and tablet panels, measurement of secure HTTPS traffic, and uniform measurement of both on-and off-network (Wi-Fi) activity. comScore says the service also offers consistent methodology towards a global standard for mobile and multi-platform data.

Guy Phillipson, CEO of the IAB UK, comments: 'As consumers' media consumption continues to evolve across smartphones and tablets, media buyers and sellers need a trusted measurement source that accurately reflects today's digital environment. UKOM has worked closely with comScore to bring Mobile Metrix to the market, offering a robust solution that is founded on sound methodology and has been thoroughly reviewed by UKOM's technical and commercial groups.'

Web site: www.comscore.com .