comScore Announces Launch of MMX Multi-Platform, enhances Mobile Metrix in India

The cross-platform measurement body will also upgrade its enumeration source for India to the I-Cube™ universe.

comScore announces the launch of MMX Multi-Platform, along with major upgrades to Mobile Metrix in India with the introduction of data from its recently launched mobile consumer panel. The introduction of Android mobile panel data expands comScore's measurement of mobile audiences in India to enable more robust reporting of visitation, engagement and demographics, including new segments for age and gender. With February 2017 data, comScore will also upgrade its enumeration source for India to the I-Cube™ universe estimates, reporting a Total Digital Population of 201 million unique visitors/viewers in India.

"As part of our continued commitment to improve data accuracy and adapt to the rapid growth of mobile in the India market, we are thrilled to announce the introduction of mobile panel data which will enable more granular insights into audiences and their content consumption across devices and platforms," says Kedar Gavane, vice president, India at comScore. "This marks an important step forward in advancing measurement in the industry, and we look forward to delivering even more valuable data and insights that advertisers, agencies and publishers need to develop their digital strategies and understand the competitive, multi-platform landscape," he adds.

"It is essential for the industry to have an independent and standardised measurement source to provide actionable data on consumer reach and engagement across all platforms, and for all stakeholders to have a full view of today's digital ecosystem. comScore's latest initiatives deliver that and more. It will provide even more compelling data and insights for us to plan and optimise digital strategies for our clients," asserts, Tushar Vyas, chief strategy officer at GroupM South Asia.

"We highly welcome comScore's latest move in delivering comprehensive reporting of total and unduplicated digital audience reach and behaviour across devices as well as platforms. These significant developments provide media buyers and media sellers alike with the confidence to make more informed decisions on advertising and content. We are pleased that comScore is working continuously to lead the measurement industry forward," adds, Gopa Kumar, vice president at Isobar India.

comScore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels with data from the comScore census network. This approach provides an unduplicated, persons-based measurement of total digital reach. Further, comScore measurement continues to evolve to address consumers' changing behaviours and new technologies. This includes the ability to measure and credit traffic from third-party apps and content distributors such as Facebook Instant Articles, to ensure publishers are able to consistently account for their digital audience across devices.

MMX Multi-Platform Measures Holistic View Across Desktops, Smartphones and Tablets

In February 2017, Google Sites ranked #1 overall with 178 million unique visitors/viewers, followed by Facebook with 164 million and Times Internet Limited with 93 million. 84 percent of India's 169 million mobile users accessed exclusively via smartphones and tablets in a month, making 70 percent of India's Total Digital Population 'mobile only'. This is significantly higher than the comparable figures in the United States (12 percent) and the United Kingdom (7 percent).

Key Top Line Categories from Desktop Computers and Mobile Devices in India

In February 2017, the Entertainment, Social Media, News/Information and Search/Navigation categories each reached more than three-quarters of India's Total Digital Population. Social Media delivered the highest number of total minutes amongst the key top line categories, while the categories with the greatest share of their audiences on mobile were Instant Messengers (97 percent) and News/Information (91 percent). In each of the key top line categories, more than half of the users accessed digital content via mobile devices only and did not visit the category via desktop during the month.

This latest development in India expands comScore's advanced mobile measurement solutions to a total of nine markets across the globe. In the coming months, comScore will also introduce advanced mobile measurement in China, Malaysia, France, Germany and Argentina as we continue to expand our global mobile measurement footprint.