The company says the quantitative research tool is aimed at broadcasters, media agencies, content distributors and ad networks, and aims to highlight behavioural changes around media consumption habits to influence future planning strategies.

Hamish McPharlin, director of DMR, said: “While there are a variety of research tools monitoring basic take up of new platforms and devices, MediaBug builds on, and extends, the traditional approach for technology trackers. The element we are looking at is the inter-connectedness of device and service use.”