comScore on Thursday announced 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,” said 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.”
“It is essential for the industry to have an independent and standardized 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,” said Tushar Vyas, Chief Strategy Officer at GroupM South Asia. “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.”
“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,” said Gopa Kumar, Vice President at Isobar India. “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.”
“With digital and especially mobile usage accelerating at a swift pace in India, it is critical to understand how consumers access content across desktop and laptop computers, smartphones and tablets, whether on mobile browser or app,” said Kishore Thota, Head of Consumer Marketing and Customer Experience at Amazon India. “We are delighted that comScore is bringing new multi-platform and enhanced mobile measurement solutions to the market. We appreciate comScore’s developments to progress the online audience measurement industry, and to deliver quality solutions to benefit marketing and advertising in India.”