NEWS11 May 2010

Nielsen rolls out Australian mobile internet measurement service

Asia Pacific Data analytics

AUSTRALIA— Nielsen has added mobile internet audience measurement to its Australian market intelligence service.

Metrics now available through the service include average daily unique browsers, sessions, page impressions and average session duration for web pages viewed on mobile devices.

Matt Bruce (pictured), managing director of Nielsen’s online business in Australia, said: “Our clients have been telling us that the lack of independent, credible information on mobile sites has been holding back the growth of mobile advertising spend, and Nielsen’s launch of Mobile Market Intelligence is in direct response to this feedback.”

The introduction of the new service was welcomed by the Media Federation of Australia’s chair, Kerry Field. She said: “For agencies and media buyers, Nielsen’s Mobile Market Intelligence service makes available independent and timely mobile audience and engagement metrics which will support media planning and buying decisions, as well as providing a means for benchmarking campaign performance.”