ComScore Boosts Mobile Data Portfolio

ComScore has expanded its mobile data measurement resources.

The firm has added more data from smartphone users, tablet owners, and Internet-connected home devices to its staple of measurement assets. ComScore says that the additions are part of its push to measure data on multiple platforms.

“A critical ingredient to reporting unduplicated audiences across platforms at scale is having census-level big data assets that provide enough common touchpoints to determine audience overlap,” said comScore president of commercial solutions Serge Matta.

“ComScore’s two-year focus on investing in, and building out, this massive, unmatched data is now enabling us to turn multi-platform complexity into actionable data for our clients. The granularity of our mobile data is second to none and will serve as the bedrock of our ability to deliver value to clients as they navigate the dislocation created by mobile platforms.”

The new data assets include one million smartphone users, 400,000 tablet owners, and 150,000 Internet-connected household items. ComScore includes game systems and smart TV as part of its Internet-connected household item collection.

ComScore says the additions will bring more accurate information on cross-platform consumer behaviors. As well as add additional data to discover more usable cross-platform data and enhanced location-based information.

The firm also says the recently added data sources will assist in creating a better understanding of market-specific user behaviors.

ComScore uses the example of cross-referencing data from mobile and traditional platforms to discover the usage trends of health-conscious 18- to 44-year-olds to illuminate the new platform’s potential.

The data assets add to the firm’s current crop of data collection samples. ComScore currently releases monthly studies on growing trends in industries like online video and web search.

Last December, the company reported that over 11 billion online video ads were seen by consumers. ComScore also found that 17 billion online searches were performed last November.

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