Mobile Measurement

As mobile evolves into a composite of voice, text, video, Internet, games, apps and audio, Nielsen’s measurement services help you analyse and respond to the consumer who is always connected.

Nielsen metrics for mobile devices (including “connected” devices like smartphones and tablets) are already the market standard for market share, consumer satisfaction, device share, service quality, revenue share, advertising effectiveness, audience reach and other key indicators in the mobile marketplace.

Our monitoring of the rapid expansion of technology and adoption enables our clients to stay ahead of the steep curve. Nielsen benchmarks mobile advertising investment to other media platforms and helps clients maximise their marketing exposure. In addition, we uncover demographic and behavioral targets to predict which consumer segments and which tactics offer the highest potential for success.


Nielsen uses a broad range of measurement tools to help companies make the most of their investments in mobile, including:

  • Deploying On-Device Meters to measure smartphone activity
  • Surveying mobile consumers via telephone, in-person and online surveys


No other company can match Nielsen’s depth and breadth when it comes to analysing the mobile market. We were among the first to recognise the marketing potential of mobile devices and we pioneered and invested in methodologies to measure consumer response to mobile advertising. As a result, we have the most comprehensive view of mobile devices and platforms and the deepest understanding of the ways consumers engage with them. We even hold patents for on-phone meters that allow detailed tracking of a participating panel of mobile subscribers.

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