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Mobile Internet Media Usage Analytics Tool

The GSMA and comScore announced the launch of Mobile Media Metrics (MMM), a solution to the challenges of mobile media usage measurement and reporting. Taking anonymous mobile Internet usage data from all five UK mobile operators, the service provides insights into market-specific mobile media consumption.

MMM was designed to deliver actionable reporting tools to the media industry, while respecting the privacy of individual mobile service subscribers. According to comScore, access to transparent measurement is essential in establishing Mobile as a legitimate marketing and advertising medium.

The service is based on anonymized census-level data for mobile Internet usage across all mobile networks, which is then augmented with demographic data that has been collected with the consent of a representative sample of mobile Internet users.

The service provides an aggregated view of mobile Internet usage behavior, enabling market-level analysis of site visitation and engagement metrics -- such as page views, time spent on specific sites, and mobile device types and features.

Based on pre-production data, 16 million people in the UK accessed the Internet from their mobile phones in December 2009, viewing a combined total of 6.7 billion pages and spending an aggregate of 4.8 billion minutes online during the month.

The top 10 sites accounted for 70 percent of both total pages viewed and total time spent online on mobiles during the month.

Mobile Internet usage is accelerating, driven largely by the adoption of smartphones, which are now used by one fifth of the total UK mobile phone service subscriber base, according to comScore.

While smartphone users represent just 29 percent of the UK total mobile Internet audience, they accounted for 47 percent of total page views, and 51 percent of the total time spent online in December 2009.

The service will also be expanded to include Wi-Fi traffic through site-centric measurement of publisher and ad network sites -- using comScore's Media Metrix 360 solution, for a de-duplicated view of the online and mobile Internet.

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