Home > Uncategorized > comScore Introduces Mobile Metrix 2.0, Revealing that Social Media Brands Experience Heavy Engagement on Smartphones

comScore Introduces Mobile Metrix 2.0, Revealing that Social Media Brands Experience Heavy Engagement on Smartphones


 

comScore’s Revamped Mobile Measurement Service Provides Browser and App Audience Insights Across Smartphone Operating Systems

 

Facebook Ranks as Most Engaging Media Property among U.S. Smartphone Users

 

RESTON, VA, May 7, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the U.S. launch of Mobile Metrix® 2.0, its next generation mobile behavioral measurement service. Mobile Metrix 2.0 brings comScore’s Unified Digital Measurement™ to smartphone devices, combining passive on-device measurement with census-level data to provide one of the most accurate and detailed views into actual U.S. mobile media usage across apps and mobile browsing.

 

“The introduction of Mobile Metrix 2.0 represents the culmination of significant product development to bring the market detailed behavioral measurement of mobile media usage, including access from both mobile browser and apps,” said Mark Donovan, comScore SVP of mobile. “This completely retooled and enhanced version of the service is the mobile analog to comScore’s flagship Media Metrix product, bringing critical insights such as audience size and demographics to the mobile marketplace. In addition to the granularity of reporting between mobile browser and apps across operating systems, Mobile Metrix 2.0 also enables a unified view of media properties’ total mobile reach, providing both advertisers and publishers with the actionable insights necessary to optimize their mobile strategies.”

 

82 Percent of Time Spent with Mobile Media Happens Via Apps

Mobile Metrix 2.0 enables reporting of unduplicated audience sizes across app and browser usage, providing a comprehensive view of the complete media brand reach on mobile devices. Among smartphone users age 18 and older accessing from iOS, Android and RIM smartphones, Google Sites ranked as the top property with nearly 94 million unique visitors, representing 96.9 percent of the mobile audience. Facebook ranked second with 78.0 million visitors (80.4 percent reach), followed by Yahoo! Sites with 66.2 million visitors (68.2 percent reach) and Amazon Sites 44.0 million visitors (45.4 percent reach).

 

Analysis of the share of time spent across apps and browsers revealed that even though these access methods had similar audience sizes, apps drove the lion’s share of engagement, representing 4 in every 5 mobile media minutes. Analysis of the top properties also revealed widely varying degrees of time spent between app and browser access methods. On Facebook, the top ranked mobile media property by engagement, 80 percent of time spent was represented by app usage compared to 20 percent via browser. Twitter saw an even higher percentage of time spent with apps at 96.5 percent of all minutes.

 

Source: http://www.comscore.com/Press_Events/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior

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