GSMA and comScore announce UK Launch of Mobile Media Metrics
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Yesterday saw the official UK launch of GSMA Mobile Media Metrics (MMM), offering census-level internet usage data from all five UK mobile operators.
The new product - launched at the BFI iMax cinema in London by the GSMA and comScore, in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK - is based on "anonymised, census-level data for mobile internet usage across the networks, augmented with demographic data collected with the consent of a representative sample of mobile internet users".
Rob Conway, CEO and member of the board of the GSMA, said: "The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals. Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process."
Richard Foan, Managing Director of ABCe and Chair of JICWEBS, said: "The initiative undertaken by the GSMA and comScore is a great step forward for mobile media.
"Based on ABCe's independent validation of Mobile Media Metrics, advertisers, agencies and media owners can rest assured that key metrics are compliant with and endorsed by the Joint Industry Committee for Web Standards (JICWEBS)."
According to MMM pre-production data*, 16 million people in the UK accessed the internet from their mobile phones in December 2009, viewing a combined total of 6.7 billion pages and spending an aggregate of 4.8 billion minutes online during the month. The top 10 sites accounted for 70% of both total pages viewed and total time spent online on mobiles during the month.
| Total Unique Visitors (000) | Total Pages Viewed (000) | Total Minutes (000) | |||
|---|---|---|---|---|---|
| Total Mobile Internet Audience | 15,947 | Total Mobile Internet Audience | 6,659,428 | Total Mobile Internet Audience | 4,792,411 |
| Facebook.com | 4,986 | Facebook.com | 2,635,771 | Facebook.com | 2,156,886 |
| Google Sites | 4,567 | Google Sites | 894,273 | Google Sites | 395,576 |
| Telefonica Mobile Networks | 3,731 | Orange Sites | 252,294 | Microsoft Sites | 165,725 |
| Orange Sites | 3,553 | Apple Inc. | 177,648 | Orange Sites | 138,529 |
| Vodafone Group | 3,310 | AOL (inc. Bebo) | 158,988 | AOL (inc. Bebo) | 106,446 |
| Yahoo! Sites | 1,995 | Vodafone Group | 135,003 | Apple Inc. | 104,118 |
| BBC Sites | 1,851 | BBC Sites | 104,303 | Vodafone Group | 89,126 |
| Microsoft Sites | 1,639 | Microsoft Sites | 103,566 | BBC Sites | 83,614 |
| Apple Inc. | 1,525 | eBay | 95,662 | Flirtomatic | 54,503 |
| Nokia | 1,147 | Flirtomatic | 92,654 | Yahoo! Sites | 48,685 |
Full production data for the MMM Core Reports will be released in March 2010 based on February data. The GSMA and comScore are planning a full complement of additional MMM products to measure mobile usage of applications, search, reach and frequency, ad tracking, and ad effectiveness, as well as linkage of the MMM database to Kantar Media's Target Group Index (TGI).
*As the operators ramp up to full delivery of anonymised data to comScore, the MMM database has been populated with a subset of December data - "pre-production data" - from three operators. Pre-production data for January from four operators will be delivered later in February 2010, with delivery of full production data from all five operators anticipated in early in Q2 2010.
