LAS VEGAS — March 31, 2008 — M:Metrics, the mobile media authority, and Mediamark Research & Intelligence (MRI) today announced that the two research firms will partner to deliver the first product to combine offline and mobile media audience metrics in the U.S., allowing agencies and mobile operators to better integrate mobile into cross-media campaigns using industry-standard media planning tools.
This new product will incorporate M:Metrics’ industry-leading mobile audience metrics from its flagship MobiLens syndicated data service into MRI’s Survey of the American Consumer, which collects information on adult consumers' media choices, product usage, demographics, lifestyle and attitudes. Usage of nearly 6,000 product and service brands across 550 categories are measured, along with the readership of hundreds of magazines and newspapers, Internet usage, TV viewership to the program level, national and local radio listening, Yellow Pages usage and out-of-home exposure.
M:Metrics’ MobiLens syndicated research service is a prime source of exposure data for the mobile media market. The firm’s monthly survey is the largest of its kind, and measures the mobile media consumption habits of more than 500,000 consumers in the United States, Europe and China annually. The product will link data from MRI’s Survey of the American Consumer and MobilLens. The intention is to have the product commercially available within the second half of 2008.
“Increasingly, media planners seek to understand how mobile fits into consumers’ lifestyles,” said Kathi Love, president and CEO, MRI. “M:Metrics has unparalleled insights into the mobile media consumer, and its measurement of the mobile medium has been widely adopted. Our intention with this partnership is to deliver a product that will allow media planning agencies to gauge the potential impact of cross-media campaigns that includes mobile Web advertising with far greater precision than currently possible. Moreover, it will enable mobile advertisers to obtain a far richer understanding of the consumers they are reaching through the mobile medium. This product will also help traditional media companies estimate the potential exposure to content that they create for delivery on a mobile device.“
The new insights will be available through MEMRI, MRI's proprietary data analysis program, as well as other existing software tools used by media planners and media owners.
“Mobile has quickly evolved from merely a technology to a medium in its own right,” said Will Hodgman, president and CEO, M:Metrics. “Together, MRI and M:Metrics can paint a detailed portrait to mobile manufacturers and wireless carriers of the people in their market, including their media habits, consumption of numerous products and psychographic profiles.”
About M:MetricsM:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market. M:Metrics’ monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.
About M:Metrics DataBased on continually refreshed samples of nationally representative mobile phone consumers, M:Metrics reports summarise market size, device reach, and key demographic and mobile phone usage characteristics. The data presented here is drawn from an extensive survey questionnaire that collects specific device model and carrier subscription information from each month’s sample of mobile phone subscribers, and also drills down into specific details related to current and past usage of various mobile phone applications and content. Data collected from each sample are statistically balanced and projected to the total national population of mobile phone subscribers.
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