NEWS24 June 2011

ComScore launches tool to measure web traffic by device

North America Technology

US— ComScore has launched a tool to measure web traffic according to device – distinguishing between mobiles, tablets, e-readers and gaming devices.

The new Device Essentials service reports on page view activity, connection type and device category and is available in all the firm’s reporting territories immediately. It is based on ComScore’s Unified Digital Measurement (UDM) data, which uses census-level data from tagged web pages to provide an overview of online audiences.

Serge Matta, the firm’s EVP of telecom and wireless said: “Using our proprietary global UDM data set, we have been able to develop an expansive profile of traffic patterns across device type, connection type and geography which delivers the critical insight needed by wireless carriers, OEMs [original equipment manufacturers], publishers and app developers to optimise their marketing strategies and customer experience.”

To coincide with the launch, ComScore has produced a report on digital trends around the world, looking at traffic on different devices and in different site categories.