Nielsen’s New Mobile @Plan Slices, Dices Third-Screen Audience

May 29, 2008

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Forty-eight million US mobile subscribers access the internet over their phone each month, creating an important critical mass for marketers, according to (pdf) Nielsen, which this week extended its online audience profiling service, @Plan, to the mobile web.

Mobile @Plan will provide marketers and publishers with lifestyle and demographic information (including leisure activities, life events, electronics ownership, media use and brand-level purchase activity) for some 200 leading mobile websites, Nielsen said.

In the area of summer travel, for example, Nielsen’s Mobile @Plan provides info such as the following:

  • 43% of mobile web users have vacationed by air in the past 90 days.
  • American Airlines is the most popular with users: 13% of mobile web users report flying the airline in the past 90 days.
  • Automotive websites reached via the mobile web, such as Car and Driver and Edmunds, are highly concentrated with vacation travelers: Audiences for these sites were two times more likely than the overall mobile web audience to have traveled for vacation in the past 90 days.
  • Active mobile web visitors of many entertainment sites are average travelers but have their own distinct characteristics: They are more than twice as likely as the overall mobile web audience to consume energy drinks.

Also, for example, the following table compares PC and mobile web audiences for several travel-related profile points


“Every website has a unique audience profile with users of certain lifestyles and interests,” said Jesse Goranson, SVP Mobile Media for Nielsen Mobile. “Mobile @Plan identifies those differences on a site by site basis.”

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