PRESS COVERAGE

Excerpt from Media Week by Ann-Marie Corvin 

Published: May 28 2008

LONDON - Momentum is building for the launch of an "ABCe for mobiles" to record user traffic to publishers' mobile sites, with ABCe close to agreeing a suitable measurement standard.

Andrew Bagguley, head of mobile strategy at News Group Newspapers, said the company is working with mobile metric firms such as Bango, M Metrics and Mediacells, to measure visitor numbers to The Sun and News of the World mobile portals.

The "Leadership in Mobile" initiative, undertaken by Mediacells, examines the usage of mobile sites operated by Sky Sports, Sky News, The Sun and Turner Broadcasting and has already concluded its first leg of research.

The study reveals that 56% of all news mobile sites were accessed by BlackBerry users and peak times for news on mobile sites mirrors that of television, with 6pm, 9pm and 10pm proving the most popular access points.