Nielsen Buys Mumbai-based Mobile Firm Informate

Nielsen has acquired Mumbai, India-based mobile usage measurement specialist Informate Mobile Intelligence, previously part of the Cross-Tab Group of companies. Terms of the deal were not disclosed.

Founded by Cross-Tab Group co-founder Kedar Sohoni in 2008, Informate measures consumer behaviour on smartphones, tablets and PCs using passive measurement techniques. Its proprietary Smart Meter technology is used to capture real-time and complete data on actual mobile phone usage; while the company's Informate Quest syndicated survey captures attitudinal data such as brand awareness, purchase intent, brand satisfaction and preference.

The firm has worked with Nielsen for nearly half a decade to provide insights into evolving consumption patterns of mobile device users. Nielsen says the acquisition will enhance its measurement portfolio in the mobile space in key markets across Europe, Asia-Pacific, Latin America and Africa.

Prashant Singh (pictured), MD of Nielsen India says the 'tighter integration between Informate's usage data and Nielsen's comprehensive understanding of the consumer better aids clients across various segments, including publishers, advertisers, content creators, aggregators and application developers'.

Web sites: www.nielsen.com and www.informatemi.com .