Arbitron launches US mobile measurement service


ArbitronArbitron has gone mobile with its US ratings offerings. The Arbitron Mobile Trends Panels service is a new research offering from the company best known for its radio ratings.

The new service utilizes a proprietary, on-device software meter to provide marketers, content providers, app developers and wireless access suppliers with information on how mobile consumers use apps, surf the web, engage in social media, participate in e-commerce, are exposed to and act on advertising, and employ their device to communicate, Arbitron explained.

The US implementation of the Arbitron Mobile Trends Panels service features an opt-in panel of approximately 6,000 smartphone and tablet users initially recruited beginning in November 2011 by Arbitron Mobile, formerly Zokem Oy, a wholly-owned subsidiary of Arbitron Inc.

The mobile measurement service is designed to report reach, frequency, usage and consumer engagement with all key functions and activities of their mobile devices, whether the device is online, connected to a cellular or Wi-Fi network, or used offline. The company says the Arbitron Mobile measurement technology is also capable of serving real-time, context-sensitive questionnaires directly to a user’s mobile device, a feature designed for custom research studies of the user experience or for ad effectiveness studies.

“Consumers have embraced mobile as a primary way to access online content, media, messaging and social networking. With the debut of our Arbitron Mobile Trends Panels service, we are working to become a leading provider of insights for the mobile and media industry into the top mobile apps, web sites, devices and usage patterns, as well as mobile advertising, search and commerce,” said Dr. Hannu Verkasalo, Senior Vice President, Arbitron Mobile, as the service was announced.

Arbitron Mobile already operates syndicated mobile research panels in Finland, Denmark, France, German and the UK.

RBR-TVBR observation: Anyone who was surprised by this must have been sleeping back in July when Arbitron bought Finland-based Zokem Oy and renamed it Arbitron Mobile.