A new service will provide attitudinal and behavioral insights into mobile consumers. Digital market research firm comScore says its Plan Metrix Mobile is for media planning and analysis on mobile devices.

The Plan Metrix Mobile provides marketers and their agencies with data by combining reported mobile behavior measurement and key mobile device ownership characteristics with attitudinal, lifestyle, and product usage information.

Service highlights are: 

  • Access to audience attributes across 18 different consumer profile segments including demographics, traditional media consumption, usage of telecommunications, electronics/computers, apparel and other behavioral segments.
  • Access to mobile device ownership characteristics in nine key categories including cell phone brand, operator, price of handset, length of current subscription, mobile phone use, ownership of current handset, monthly payment tier, payment option and type of additional plan.
  • Access to mobile content consumption with reporting at the category, sub-category, and individual brand levels.

“With more than one-third of mobile users actively engaging with digital content on their phones, it is increasingly important for media planners to understand more sophisticated audience characteristics to effectively reach consumers on their mobile devices,” said Evan Neufeld, vice president and senior analyst of mobile for comScore.

The service provides insight into the mobile consumer including technology ownership and usage, expanded demographic profiles, lifestyle, attitudinal, product purchase, and offline media consumption data.

It allows mobile marketers to identify a set of mobile Web properties that meet target demographic and psychographic requirements across more than 5,000 variables, including purchasing habits and media consumption. 

Also included are the additional dimensions of the characteristics of mobile device ownership and an understanding of mobile content consumption needed to optimize mobile media buying.

According to comScore, its service will enable advertisers and agencies to build media plans and campaigns based on an understanding of the target audience’s on-device and off-device behavior.

The service was announced Thursday, Oct. 8.

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About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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