Mobile operators join hands to launch mobile media metrics in the UK

Feb 8, 2010

The GSMA and comScore, in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, have confirmed the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a census-level solution for mobile media reporting.

Published: 08 Feb 2010

The GSMA and comScore, in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, have confirmed the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a census-level solution for mobile media reporting.

The service will provide insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.

The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals, said Rob Conway, CEO and Member of the Board of the GSMA. 

“Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process,” said Conway.

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 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.

Top 10 UK Mobile Internet Sites Dec-2009 Source: GSMA Mobile Media Metrics

Total Unique Visitors (000)   Total Pages Viewed (000)   Total Minutes (000)  
Total Mobile Internet Audience 15,947 Total Mobile Internet Audience 6,659,428 Total Mobile Internet Audience 4,792,411
Facebook.com 4,986 Facebook.com 2,635,771 Facebook.com 2,156,886
Google Sites 4,567 Google Sites 894,273 Google Sites 395,576
Telefonica Mobile Networks 3,731 Orange Sites 252,294 Microsoft Sites 165,725
Orange Sites 3,553 Apple Inc. 177,648 Orange Sites 138,529
Vodafone Group 3,310 AOL (inc. Bebo) 158,988 AOL (inc. Bebo) 106,446
Yahoo! Sites 1,995 Vodafone Group 135,003 Apple Inc. 104,118
BBC Sites 1,851 BBC Sites 104,303 Vodafone Group 89,126
Microsoft Sites 1,639 Microsoft Sites 103,566 BBC Sites 83,614
Apple Inc. 1,525 eBay 95,662 Flirtomatic 54,503
Nokia 1,147 Flirtomatic 92,654 Yahoo! Sites 48,685

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