NEW YORK—Nielsen Media Research reiterated its intentions to move into mobile, outlining plans to use meters to track usage of multimedia services on wireless phones.
The longtime television and Internet usage monitoring firm said it plans to integrate its efforts across platforms including TVs, PCs and portable devices including iPods and mobile phones.
“Our clients have made it clear that they want us to measure television and Internet convergence so they can understand how consumers are using those two media,” said Susan Whiting, chief executive officer of Nielsen Media Research.
The announcement marks Nielsen’s first concrete step toward tracking wireless usage since early last year, when the firm created a division dedicated to the platform. But Nielsen Mobile, which was established in March 2005, has seen very little public activity, and the division’s Web site acts largely as a placeholder and contains only contact information.
Meanwhile, a handful of firms including M:Metrics and Telephia have gained substantial ground in the nascent mobile usage measurement industry.
