The GSM Association and internet marketing research company comScore have come together to launch a new Mobile Media Metrics service, which has revealed nearly one-third of all mobile internet users in Britain visited Facebook in December last year.
According to the first batch of data released under the service, it was revealed that around 16 million Britons accessed the internet from their mobile devices, viewing 6.7 billion web pages and spending 4.8 billion minutes online.
The data revealed that Facebook has emerged as the most favored online destination for British mobile internet users as the social networking giant received 2.64 billion pages views in December that accounted for 2.16 billion minutes spend by UK citizens.
comScore and the GSM Association, in partnership with wireless operators O2, Vodafone, Orange, T-Mobile and 3UK, have launched Initial Mobile Media Metric (MMM) in the UK market in an attempt to deliver “comprehensive insights into mobile media consumption” so that brands and marketing agencies can plan their strategies for the mobile market.
Rob Conway, CEO and member of the Board of the GSMA, commenting on the launch of the new service, said in a statement that “On behalf of our operator partners, comScore and the GSMA, we are excited to be launching Mobile Media Metrics in the UK, our first market, and we anticipate that it will accelerate growth in the mobile advertising market.”