Arbitron Mobile and iResearch Hook Up in China

Arbitron's mobile measurement arm has joined forces with online specialist iResearch Consulting, in China, to jointly operate a syndicated mobile media research service across the country, based on an opt-in panel of around 10,000 people.

Panellists will have Arbitron Media's on-device software meter installed onto their smartphones and tablets, to measure how those who use apps, surf the web, and engage in social media are exposed to and act on ads and use their devices to communicate.

Arbitron SVP Hannu Verkasalo comments: 'Our agreement with iResearch paves the way for the creation of leading online and mobile media measurement services in this huge potential market, while giving the Internet industry around the world access to large mobile, online and multiscreen behavioral datasets from the growing consumer population in China.'

The panel will also be integrated with the iResearch iUserTracker online PC measurement service, to deliver multi-screen measures of the online and mobile media activities of Chinese Internet consumers.

As part of the agreement, Arbitron Mobile will market iResearch data from the Chinese company's mobile and PC measurement services to its customers in Europe and North America, while iResearch will be able to market the mobile data from Arbitron Mobile Trends Panels services to its customers in China.

Henry Yang, CEO of iResearch, says thepartners can now 'enhance the visibility of our company and the Chinese Internet industry that we serve to customers in Europe and North America.'

Web sites: www.arbitronmobile.com and www.iresearchchina.com .