Telephia and comScore’s MobileWeb Metrix was designed to provide media companies, advertisers and agencies with a detailed comparison of audiences who view Internet content using PCs and mobile phones.
The results from the service’s first study paint a healthy picture of mobile web browsing. AccuWeather, ESPN, The Weather Channel and Yahoo! Weather all have achieved a stronger reach on mobile than on PC. Among the popular email services, only Gmail on mobile outpaced its PC reach.
“The first results from MobileWeb Metrix highlight the value of evaluating a web property’s performance among both the mobile and the PC audiences,” Telephia’s Vice President of New Products Kanishka Agarwal said. “This type of analysis will allow mobile media companies to better target their investments in promotion, content, and user experience improvements.”
Both comScore and Telephia use a broad swath of consumer data to base its research on. ComScore polls a cross-section of more than two million consumers who have given the company permission to capture their browsing and transaction behavior, while Telephia is one of the largest providers of syndicated consumer research to telecom and mobile media markets.
“Robust measurement is the key to making the mobile web successful with consumers and advertisers,” Telephia President and CEO Sid Gorham said. “By working together, Telephia and comScore have delivered an important piece of this new media measurement toolkit.”
