Nielsen Launches Mobile Service

The Nielsen Company’s online division has announced the addition of mobile Internet audience measurement to its Australian market intelligence service, a world first in online audience measurement methodology.

The Nielsen Company’s online division has announced the addition of mobile Internet audience measurement to its Australian market intelligence service, a world first in online audience measurement methodology.

The launch of Nielsen’s Mobile Market Intelligence service will address demands from the industry for third-party metrics on mobile Internet usage in Australia, providing consistent and transparent metric for mobile advertisers and publishers.

Results from the new service are available from mid 2009, with April 2010’s data showing average daily unique browsers accessing the Internet via mobiles at 138,574, with average time spent online
via mobiles sitting at around four and a half minutes.

www.news.com.au topped the first month’s mobile Internet rankings with average daily unique browsers of 48,090, followed closely by www.smh.com.au, www.theage.com.au, and www.ninemsn.com.au.

The Mobile Market Intelligence service will be provided automatically to all of Nielsen’s agency clients, and participating publishers follow a simple process of tagging their site in order to be included in the service. The service will track made-for-mobile content from content aggregators, publishers and telecom carriers which is accessed via devices such as mobile phones, smart phones and iPhones.

Australia’s major mobile publishers have already tagged their sites, including News Digital Media, Fairfax Digital, NineMSN and Premier Media Group. Metrics available through the service include average daily unique browsers, sessions, page impressions and average session duration.

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