Nielsen Introduces Mobilecasting Tracking Service

Jun 6th, 2007 | By | Category: Digital Video Downloads, General, Internet TV, Mobile Podcasting, Podcasting Research, Podcasting Services, Podcasting Statistics, Streaming Video, Video

The Nielsen Company today announced that it will begin tracking mobile phone owners’ media activity with a new service called Nielsen Wireless. The service will track how many people use content services such as mobile Internet and mobile video and what impact this has on established media behavior.

The service is designed specifically for the wireless industry and complements Nielsen’s Anytime Anywhere Media Measurement (A2/M2) initiative, which will measure television usage on all television and video platforms, including personal video devices such as mobile phones.

Nielsen Wireless’ first product – Mobile Vector – will launch in the U.S. in July 2007. It will use information culled from Nielsen’s existing National People Meter TV sample to report on media behavior and audience demographics segmented by wireless carrier.

According to Nielsen, Movile Vector will:

  • Help wireless carriers develop more efficient advertising campaigns to reach their most valuable subscribers, while helping mobile content producers decide which mobile content distributor will be most effective in extending their brand.
  • Help the mobile media industry establish competitive positioning and differentiation.
  • Identify how the subscribers of different wireless carriers consume media in the home (i.e. TV viewing preferences, video gaming activity, media technology adoption)

“Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity,” said Nielsen Vice President Jeff Herrmann. “Independent measurement of the cross-media behavior of the growing mobile audience will support and accelerate the evolution of mobile media business models.”

Later this year, Nielsen plans to expand Nielsen Mobile Vector to include a survey of mobile phone users that will provide information about their consumption of mobile media content. Through continued collaboration with wireless industry stakeholders, Nielsen’s ultimate goal is to develop a system that will support a market-wide view of mobile media consumption.

The Mobile Consumer

Nielsen Wireless estimates that in the first quarter of 2007, more than 33 million persons 12 and older used mobile web, and more than 8 million persons 12 and older viewed video on their mobile phone (this excludes videos created with a phone’s camcorder function). According to the CTIA (the international association for the wireless telecommunications industry), there are more than 230 million wireless subscriptions in the U.S. Nielsen also estimates that:

  • At least 7% of 18-34 year-olds viewed mobile video programming in the first quarter of 2007 while at least 25% used their mobile phone to connect to the Internet
  • As of May 31, more than half, 55%, of primary users of video-enabled mobile phones lived in households with total incomes of $75,000 or above.
  • Subscribers to different carriers vary in terms of cable status: people in Sprint households were 30% more likely than people in T-mobile households to have a digital broadcast satellite (DBS) system. People in Verizon Wireless households are 26% more likely to have digital \ cable service in their home (39% of Verizon Wireless household persons had wired digital cable compared to 31% of U.S. Persons 2+).
  • The mobile video audience skews somewhat older and male: 46% of the mobile video audience is 35 years or older and 54% of the audience is male.
  • There are differences in traditional television viewing by wireless carrier:
    • The rating for the May 23 American Idol finale on FOX was higher among people in Verizon households than those in Sprint or AT&T households by differences of 11 percent and 7 percent, respectively.
    • Looking at primary users of mobile video-enabled phones across the 2006-2007 TV season, American Idol earned the highest rating among Sprint subscribers, averaging a 13.2 rating during Tuesday telecasts and a 13.5 rating during Wednesday telecasts among Sprint’s primary users of video-enabled phones.

No Responses to “Nielsen Introduces Mobilecasting Tracking Service”

  1. Alice says:

    I would like to know if there is anything that can be used to track the channels viewed on my direct-tv.

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