IMMI Issues New Cross-Platform Metrics, Mobile On Rise

by David Goetzl , December 3, 2009

tv/pc average duration

As Integrated Media Measurement Inc. upgrades its measurement service to include more tracking capabilities in the mobile and online space, the company released several notable findings culled from research it has conducted so far. Of interest to advertisers: the use of mobile phones for content delivery is rising rapidly, while PCs are being used more than TVs to access content.

IMMI, which has tracked exposure to TV, radio and theatrical content via a mobile phone that picks up audio signals, is now offering more opportunities to track consumer behavior online and on wireless devices.

Mining the data from its new system, per company research, shows that in September 2009, 3% of smartphones were used to consume media or Internet content. And by November, the figure was up to 8%.

Also in November, data shows that an average of 76% of people watched TV on any given day, compared to 92% using their PCs to consume content.

Also, in September, 17% of respondents to an IMMI survey used a PC to consume media with no use of TV on a given day. That figure was up to 19% by November.

Amanda Welsh, COO of IMMI, said the company's new measurement system is "capable" of helping programmers and advertisers gauge consumer behavior with the emerging "TV Everywhere" concept, where a run of TV content is available online.

cross-platform, media measurement, mobile

3 comments about "IMMI Issues New Cross-Platform Metrics, Mobile On Rise".

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R.J. Lewis from e-Healthcare Solutions, LLC, December 4, 2009 at 10:56 a.m.
The handwriting is on the wall, and yet digital budgets are still a fraction of TV budgets.... why is that? Marketers please chime in!
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John Grono from GAP Research, December 6, 2009 at 6:31 p.m.

Of course, there is another slant on such data. Three quarters or people are accessing content on TV a day - for around four hours! 92% (which is higher than any other number I have ever seen anywhere in the world for online video content - and I suspect it means "of those online during the day", basically because online penetration isn't even at 92%!) access content online for what ... 4 to 8 minutes a day.

See, the money IS following the eyeballs.

Moral of the story - never confuse reach with average audience duration.

Jonathan Mirow from BroadbandVideo, Inc., December 7, 2009 at 5:54 p.m.

...and there are lies, damn lies and statistics. I'm just positive if I'd asked a research company what the biggest financial hit on the internet was going to be ten years ago not a single one would've said "Giant Garage Sale".