comScore has announced the U.S. launch of Mobile Metrix 2.0, its next generation mobile behavioral measurement service. To prove Mobile Metrix 2.0’s utility, comScore released some first-round findings. Among them, 82% of time spent with mobile media happens via apps.
Mobile Metrix 2.0 brings comScore’s Unified Digital Measurement to smartphone devices, combining passive on-device measurement with census-level data. Mobile Metrix 2.0 enables reporting of unduplicated audience sizes across app and browser usage, providing a comprehensive view of the complete media brand reach on mobile devices.
The value to marketers and advertisers, said Donovan, is that granular reporting between mobile browsers and apps across operating systems “Enables a unified view of media properties’ total mobile reach, providing both advertisers and publishers with the actionable insights necessary to optimize their mobile strategies.”
This completely retooled and enhanced version of the service is the mobile analog to comScore’s flagship Media Metrix product.
Initial Findings Reveal Granular Measurement
comScore released some initial findings using Mobile Metrix 2.0, including these:
- Among smartphone users age 18 and older accessing from iOS, Android and RIM smartphones, Google Sites ranked as the top property with nearly 94 million unique visitors, representing 96.9% of the mobile audience. Facebook ranked second with 78.0 million visitors (80.4% reach), followed by Yahoo! Sites with 66.2 million visitors (68.2% reach) and Amazon Sites 44.0 million visitors (45.4% reach).
- Apps drove the lion’s share of engagement, representing 4 in every 5 mobile media minutes. Analysis of the top properties also revealed widely varying degrees of time spent between app and browser access methods. On Facebook (the top ranked mobile media property by engagement), 80% of time spent was represented by app usage compared to 20% via browser. Twitter saw an even higher percentage of time spent with apps at 96.5% of all minutes. By contrast, Microsoft Sites was among brands that saw browser access driving a majority of usage at 82.1%.
- Google Search ranked as the second largest app by Android audience size reaching 44.9 million users (84.1% reach). Google Maps led as the top map app on both platforms reaching 91.2% of iPhone users and 74.5% of Android users. The Facebook mobile app ranked within the top five apps on both platforms, securing the #3 spot among iPhone users (80% reach) and the #5 position with Android users (68.9% reach).