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Measuring U.S. Mobile Media Consumption

The Nielsen Company will begin measuring mobile phone users through a new service called Nielsen Wireless. This service will measure how many people use content services such as mobile Internet and mobile video and what impact this has on established media behavior.

Nielsen Wireless is designed specifically for the wireless industry and also complements Nielsen's Anytime Anywhere Media Measurement (A2/M2) initiative, which will measure television usage on all television and video platforms, including personal video devices such as mobile phones.

Nielsen already supports the wireless industry through customer segmentation, ringtone sales tracking (Nielsen RingScan), attitudinal and behavioral surveys and mobile polling. Nielsen Wireless will work in tandem with these existing Nielsen services.

Nielsen Wireless' first product -- Mobile Vector -- will launch in the U.S. in July 2007. It will use information culled from Nielsen's existing "National People Meter TV" sample to report on media behavior and audience demographics segmented by wireless carrier.

Later this year, Nielsen will expand Nielsen Mobile Vector to include a survey of mobile phone users that will provide information about their consumption of mobile media content. Through continued collaboration with wireless industry stakeholders, Nielsen's ultimate goal is to develop a system that will support a market-wide view of mobile media consumption.

I believe that this new service might provide valuable supplemental data to complement the research that exposed the issues that have led to the under-performing adoption within the U.S. market thus far -- such as walled-gardens that restrict usage, limited content, poorly designed media portals and of course, the perceived high price of mobile media-related services.

The Nielsen service is intended to provide the following benefits:

- Help wireless carriers develop more efficient advertising campaigns to reach their most valuable subscribers, while helping mobile content producers decide which mobile content distributor will be most effective in extending their brand.

- Help the mobile media industry establish competitive positioning and differentiation.

- Identify how the subscribers of different wireless carriers consume media in the home (i.e. TV viewing preferences, video gaming activity, media technology adoption).

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