The announcement means that the tool is now available in a number of Southeast Asian markets: Indonesia, Malaysia, Singapore, Vietnam and Thailand, as well as the Philippines.

“With increasing digital media activity occurring on smartphones and tablets in the Philippines, it is crucial to measure and understand the consumption and behaviour of mobile audiences,” said Kerry Brown, comScore vice president, Southeast Asia (pictured).

“The launch of Mobile Metrix has important implications for the digital industry. It provides critical information for publishers who want to more effectively serve digital content across their different channels and make better informed decisions on the evolution of their mobile offerings. At the same time, it offers intelligence for media agencies and advertisers who want to develop robust digital strategies and better understand the competitive landscape.”