Audience measurement firm Nielsen said on June 6 it will begin tracking media consumption over mobile phones under a new service called Nielsen Wireless.
The service aims to help wireless carriers, advertisers and entertainment companies gauge what kinds of media are popular over cell phones as a growing number of consumers look to such devices to surf the Web or watch video clips.
Nielsen Wireless will track how many people use mobile Internet and video on their cell phones and how that affects the time they spend with other forms of media, Nielsen said in a statement.
Nielsen Wireless will be led by Jeff Hermann, who also oversees the company's video game measurement service. Nielsen already provides data to the wireless industry on ringtone sales as well as offering surveys of mobile customers. The service's first product will be available in July in the US to report on media habits and audience demographics for each wireless carrier.