comScore on Monday heralded the launch of Mobile Metrix 2.0 – its next generation mobile behavioral measurement service.
And the findings, as always, are of great interest to the mobile, web, and social media communities.
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 percent of the mobile audience.
No shocker here. Social networking also proved to be a particularly popular activity on smartphones.
Facebook once again led the pack among social networking brands, with the average Facebook mobile user engaging for more than 7 hours via browser or app in March. The 25.6 million Twitter mobile users (excluding usage via third-party apps) had an average engagement of nearly 2 hours during the month.
By comparison, comScore finds, people visiting on their computers spent just 20.4 minutes on Twitter.com, highlighting the importance of mobile engagement for mobile-centric brands.
“The introduction of Mobile Metrix 2.0 represents the culmination of significant product development to bring the market detailed behavioral measurement of mobile media usage, including access from both mobile browser and apps,” said Mark Donovan, comScore SVP of mobile. “This completely retooled and enhanced version of the service is the mobile analog to comScore’s flagship Media Metrix product, bringing critical insights such as audience size and demographics to the mobile marketplace. In addition to the granularity of reporting between mobile browser and apps across operating systems, Mobile Metrix 2.0 also 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.”
To learn more about the new report, click here.