Arbitron Unveils Mobile Measurement Panel: Will Meter Smartphones, Tablets

Long-time radio audience measurement firm Arbitron has officially moved into the hot new mobile medium -- mobile -- announcing the launch of a syndicated, mobile consumer research service in the United States.

Dubbed the Arbitron Mobile Trends Panels, the new service will utilize a proprietary, "on-device software meter" to provide marketers, content providers, app developers and wireless access suppliers with information on how mobile consumers use apps, surf the web, engage in social media, participate in e-commerce, are exposed to and act on advertising, and employ their device to communicate.

Arbitron said the new service features an opt-in panel of approximately 6,000 smartphone and tablet users initially recruited beginning in November 2011 by Arbitron Mobile, a wholly-owned subsidiary of Arbitron Inc.

The service is designed to report reach, frequency, usage and consumer engagement with all key functions and activities of their mobile devices, whether the device is online, connected to a cellular or Wi-Fi network, or used offline.

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