Mobile Media Metrics will provide usage data from five UK mobile operators - O2, Vodafone, Orange, T-Mobile and 3UK. The aim is to provide brands and media agencies with comprehensive insight into mobile media consumption.

Rob Conway, GSMA chief executive, believes the metrics will accelerate growth in the mobile advertising market and establish it as a legitimate advertising medium.

The launch of the metrics follows news last month from Enhance Media’s online recruitment conference that mobile usage within recruitment has increased by 250% in the last two years. Conway told Recruiter: “This is an excellent step forward for making mobile devices an accountable media for recruitment.”

He believes the metrics and NORAS research can be used in tandem to provide a accurate picture of the state of mobile recruitment. “One will show how mobile data is used and the other will show who is using mobile devices specifically within recruitment,” he said.

The GSMA metrics are based on anonymised data and include measurement of page views and time spent on specific sites. Data released on December 2009 usage across three of the operators shows that 16m people in the UK accessed the internet from their mobile phones during this month.

In a table of the top 10 mobile sites, Facebook occupies first position when it comes to unique visitors, page views and time spent on the site, with Google second in all three categories. The key metrics are compliant with and endorsed by the Joint Industry Committee for Web Standards. Information on subscribing to the metrics can be found at comScore’s website.
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