UKOM statement on comScore mobile measurement change

23rd September 2014: comScore, UKOM’s official supplier of mobile and tablet data, has announced a change in their mobile measurement products in the UK, with GSMA Mobile Media Metrics due to cease production at the end of this year.

comScore plans to introduce a new system that implements its existing unified panel and census measurement approach for smartphone and tablet which will produce data from January 2015. Consequently, the new system – Mobile Metrix – will be required to undergo comprehensive industry assessment by UKOM's subscriber technical and commercial groups, and the UKOM Board.

This process is expected to start during the final quarter of 2014 and last until early in the New Year, with a decision on UKOM endorsement of Mobile Metrix to follow the initial publication of data.

Mobile Metrix will be similar to comScore’s existing approach for PC audiences – with a set of consumer panels at its core, complemented by extensive census measurement from webpages and applications. It is a system already in production in USA and Canada and in development in Spain and Brazil.

UKOM is committed to supporting its subscribers, stakeholders and research suppliers through this transition, as comScore works to roll out the new measurement system during 2014.

Tim Cain, Managing Director of the AOP says: "This next phase of mobile audience measurement is a crucial one and we're keen to support the initiative taken by comScore in developing an alternative robust methodology."

Guy Phillipson, CEO of the IAB UK says: "The rapid growth of audience traffic across mobile devices means this transition is vital for UKOM and comScore as we enter 2015. Mobile measurement is challenging, and it's helpful to have learnings from the US, while the UKOM Technical Committee and Board work closely with comScore to test and approve the methodology for the UK market."

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