Media measurement firm Nielsen will offer mobile insights across Asia Pacific, Middle East and Africa, as it partners with Singapore-based Informate Mobile Intelligence.
The partnership aims to provide clarity on how consumers are using their mobile devices and consuming mobile content.
This is an expansion of the existing Nielsen Informate Mobile Insights offering in India, which was launched in July 2011.
Informate Mobile Intelligence provides information on mobile usage with the help of an on-device metering technology installed on panelists’ handsets.
“The mobile ecosystem presents huge opportunities and challenges for marketers, especially those within the device manufacturing, content and network sectors,” Vishal Bali, managing director of Nielsen’s Telecom Industry Group in Asia Pacific, Middle East and Africa, said.
“We are thrilled to be expanding our relationship with Nielsen to be able to assist companies operating in more markets to better understand smartphone behaviour,” said Kedar Sohoni, president, Informate Mobile Intelligence.