Arbitron Mobile and iResearch Consulting plan to provide marketers, content providers, app developers and wireless access suppliers in China and around the world with information on how mobile consumers in the iResearch/Arbitron Mobile China panel use apps, surf the web, engage in social media, participate in e-commerce, are exposed to and act on advertising and use their devices to communicate.

Chinese consumers will be able to install an on-device software meter developed by Arbitron Mobile on their devices, which would also be integrated with the iResearch iUserTracker online PC measurement service.

The planned integrated service would be able to deliver multi-screen measures of the online and mobile media activities of Chinese Internet consumers to Internet providers, ad networks, media outlets and technology companies located in China and globally.

Hannu Verkasalo, SVP at Arbitron Mobile, explained: “China has surpassed the US as the world’s largest smartphone market. Our agreement with iResearch paves the way for the creation of leading online and mobile media measurement services in this huge potential market, while giving the Internet industry around the world access to large comprehensive mobile, online and multiscreen behavioral datasets from the vibrant and growing consumer population in China.”

As part of the agreement Arbitron Mobile will be able to market iResearch data from the Chinese company’s mobile and PC measurement services to its customers in Europe and North America. Similarly, iResearch will be able to market, to its customers in China, the mobile data from Arbitron Mobile Trends Panels services in Europe and North America.