Well-known Internet measurement firm comScore said today that it has acquired M:Metrics, a leader in the mobile measurement business, for $44.3 million in cash and the issuance of approximately 50,000 options to purchase shares of comScore (NSDQ: SCOR) common stock. The sale of M:Metrics is a testament that mobile is no longer a niche, but a standalone industry that must be measured and tracked much like TV and Internet audiences are today. In addition, one of the hurdles frequently mentioned as a reason why mobile has yet to really skyrocket is the lack of a trusted measurement standard. Perhaps that will change, not only with the sale of M:Metrics, but with other consolidation. About a year ago, Nielsen, the big media and measurement firm, solidified its position in mobile by paying $440 million for M:Metrics’s competitor Telephia. Its research reports the latest trends that operators, marketers and publishers all use to direct their businesses. For example, when people were curious about mobile browsing habits, it reported that in the U.S., consumers spent more time on Craigslist than any other site. In determining whether the iPhone was living up to its hype, the company said the iPhone was the most popular device for accessing news and information on the mobile Web. Over the last year, it’s also reported that the football season drove more mobile Web usage; that more camera phones were being sold and that mobile music was growing.http://www.moconews.net/entry/419-mobile-research-firm-mmetrics/
http://www.mmetrics.com/
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