Attitudinal & Behavioral insights into Mobile Consumers.

comScore, Inc. announced the availability of comScore Plan Metrix Mobile, the next generation of its industry-leading Plan Metrix media planning tool for use with mobile consumer segments. Developed in response to marketers’ demand for sophisticated media buying tools in the mobile medium on par with those available for other media, comScore Plan Metrix Mobile provides marketers and their agencies with superior data quality by combining reported mobile behavior measurement and key mobile device ownership characteristics with comprehensive attitudinal, lifestyle and product usage information.

“With more than one-third of mobile users actively engaging with digital content on their phones, it is increasingly important for media planners to understand more sophisticated audience characteristics to effectively reach consumers on their mobile devices,” said Evan Neufeld, vice president and senior analyst of mobile for comScore. “comScore Plan Metrix Mobile gives media planners and buyers the tools needed to target mobile consumers, meeting both their demographic and psychographic requirements, as well as providing insight into the role that device ownership characteristics play in consumer targeting.”

For more information at http://www.comscore.com