Nielsen Mobile and Mediamark Research & Intelligence announced Thursday that they will jointly launch Mobile-MRI, an integrated database that will track the lifestyle and behavior of mobile media consumers.
Nielsen Mobile collects data on consumer mobile usage, audience sizes and composition across all mobile media vehicles, while Mediamark provides data on media and product consumption, psychographic characteristics, and geodemographic characteristics.
Nielsen and Mediamark's joint database will offer detailed behavioral, psychographic, demographic, and product usage information on mobile users.
The new tool will help mobile media companies and advertisers better target audiences with mobile ad campaigns.
View the full press release.
Read about the future of mobile media consumption in Nielsen's "Consumer Insight" newsletter.