Arbitron Enters The China Market To Provide Mobile Research
July 18, 2012 at 5:59 AM (PT)
ARBITRON MOBILE and iRESEARCH CONSULTING will jointly operate a syndicated, mobile media research service in CHINA -- the world's largest smartphone market. The service would be based on a planned opt-in panel of approximately 10,000 persons in CHINA who would install an on-device software meter developed by ARBITRON MOBILE onto their smartphones and tablets.
ARBITRON MOBILE and iRESEARCH plan to provide marketers, content providers, app developers and wireless access suppliers in CHINA and around the world with information on how mobile consumers in the iRESEARCH/ARBITRON MOBILE CHINA panel use apps, surf the web, engage in social media, participate in e-commerce, are exposed to and act on advertising, and employ their devices to communicate.
ARBITRON MOBILE's DR. VERKASALO said, "CHINA has surpassed the U.S. as the world's largest smartphone market. Our agreement with iRESEARCH paves the way for the creation of leading online and mobile media measurement services in this huge potential market, while giving the Internet industry around the world access to large comprehensive mobile, online and multi-screen behavioral datasets from the vibrant and growing consumer population in CHINA."
ARBITRON EVP/COO SEAN CREAMER added, "Today's announcement represents a significant milestone in our efforts to extend our services to the leading markets around the world. ARBITRON MOBILE and iRESEARCH have demonstrated how international collaboration can work to enrich the insights research firms provide to the growing mobile media industry."