comScore recently released MobiLens Canada, their syndicated mobile measurement solutions service. MobiLens provides a view of mobile media landscapes, connecting data with mobile consumer demographics and behavior with device capabilities to help the user understand key technology and consumer trends in the dynamic mobile media market. Canada marks the eighth individual market now reported in MobiLens, along with the U.S, U.K., France, Germany, Italy, Spain and Japan.
According to Darrick Li, Account Manager at comScore Canada, “The Digital Industry, still in its early stages, has gone through some key trends over the past few years. Not too long ago, everyone was focused on email/instant messengers, and then came social media with the likes of Facebook and Twitter. Now, Canadians are watching videos, listening to music, searching for the nearest coffee shop and connecting with others – all through their mobile device.
MobiLens data indicates that the demographic composition of the mobile universe is quite different from the PC world, where males are skewing higher with 55% of all smartphone devices in Canada (as opposed to 49% penetration of the PC population). “The ability to quantify mobile content consumption and activities will help advertisers, agencies, publishers, and operators translate these timely insights into actionable results,” says Li.
comScore’s MobiLens service offers the industry and digital agencies with Canadian mobile data to show information on demographics, category usage, application/browser adoption, and a peak into the top mobile brands. In addition, the technical aspect of MobiLens has allowed developers to understand the handset dichotomies, and the platform detail to help optimize consumer adoption. Li adds, “comScore’s MobiLens not only brings another level of validation to media buying and planning, but also allows advertisers and publishers to understand this rapidly developing medium and confirm their mobile strategies moving forward.”
For more information, on comScore’s Mobile solutions, please click here.