Digital analytics provider comScore has extended its media measurement services to the smartphone with the launch of Mobile Metrix 2.0.
 
The service aims to give publishers and advertisers a more accurate, detailed view of a brand’s unduplicated mobile audience size and demographics, in both apps and browsers. This is powered by comScore’s “Unified Digital Measurement” methodology, which combines on-device metering with what comScore calls “census-level data” collected through its panel—about 2 million worldwide consumers whose digital behavior is continuously measured.
 
Mobile Metrix 2.0 can also segment consumer activity across iOS, Android and RIM platforms to help publishers see how their mobile web and app audiences vary across operating systems.
 
According to data so far collected, browser and app audiences are similar in terms of size but vary widely in terms of engagement, with every 4 in 5 minutes spent with mobile media coming through apps.