Nielsen Wireless to study mobile content consumption

Media research and metrics firm The Nielsen Company announced Nielsen Wireless, a new service that measures mobile content consumption and its impact on established media behavior. Designed to complement Nielsen's Anytime Anywhere Media Measurement (A2/M2) initiative, which measures television viewing across all television and video platforms, Nielsen Wireless will introduce its first product, Mobile Vector, in July 2007, culling data from the company's existing National People Meter TV sample to report on media behavior and audience demographics broken down by wireless carrier. In the months ahead, Nielsen will expand Mobile Vector to include user surveys providing information on mobile media content uptake.

"The value of an entertainment medium is directly proportional to how well it is measured," said Nielsen VP Jeff Herrmann in a prepared statement. "Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity. This new mobile measurement service demonstrates Nielsen's continued commitment to follow content wherever consumers take it. Independent measurement of the cross-media behavior of the growing mobile audience will support and accelerate the evolution of mobile media business models."

For more on Nielsen Wireless:
- read this release

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