The GSM Association and comScore, Inc., in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, have announced the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a pioneering census-level solution for mobile media reporting. Taking irreversibly anonymised mobile Internet usage data from all five UK mobile operators, the service will provide comprehensive insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.

The GSMA Mobile Media Metrics service is based on anonymised, census-level data for mobile Internet usage across mobile networks, which is augmented with demographic data that has been collected with the consent of a representative sample of mobile Internet users. The Mobile Media Metrics service provides a rich, aggregated view of mobile Internet usage behaviour, enabling market-level analysis of site visitation and engagement metrics, such as page views, time spent on specific sites, and device types and features.

Based on 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 per cent of both total pages viewed and total time spent online on mobiles during the month.

Mobile Internet usage is accelerating, driven largely by the rise of smartphone devices, which are now used by one fifth of the total UK mobile subscriber base, according to comScore’s MobiLens survey. Significantly, while smartphone users represent just 29 per cent of the UK total mobile Internet audience, they accounted for 47 per cent of total page views, and 51 per cent of the total time spent online in December 2009.

GSMA MMM Core Reports is the foundation of comScore’s GSMA MMM suite of reports on mobile browsing. 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).  The MMM service will also be expanded to include Wi-Fi traffic through site-centric measurement of publishers’ and ad networks’ sites, using comScore’s Media Metrix 360 solution, for a de-duplicated view of the online and mobile Internet.
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