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Nielsen wakes up to mobile InternetFamed for its TV ratings service in the USA, Nielsen Media Research has decided that it ought to be tracking mobile Internet usage.It's finally realised that the mobile phone is the fourth screen. One of the factors that sparked Nielsen's interest in this sector is that it has discovered that more than 33 million people have used mobile phones to access the Internet this year [2007]. How did it come to this conclusion? Easy, it merely asked its existing 30,000 TV panellists if they'd viewed stuff on their mobile phones and extrapolated from there. This is all well and good but in reality the information which the industry wants is who viewed what on their phones and where. In other words, how are mobile phone users actually 'consuming' mobile content. One of Nielsen's current conclusions is that mobile video viewers are mostly male and over 35. So it's dirty old men who watch mobile video, then? Wow. What an insight. In an effort to plug the hole, Nielsen Wireless is set to release a new product Stateside next month [July] called Vector. It seems, however, that the company is still struggling to work out how to efficiently track mobile phone usage. According to the Corpus Christi Caller Times, a company spokesperson, Karen Gyimesi, said they were either going to do it "through a tiny meter attached to a phone or a docking station that can record how the phone was used." Of course, the simplest way to collect the data is to install an intelligent client on a mobile phone. Which is exactly what rival researchers, M:metrics have done. If you want some clues as to how to get invited to join M:metrics sample users there's information on its 'smart m:panel' here. The full Inquirer story ... Nielsen wakes up to 4th screen |
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