Telephia and comScore Networks Launch "MobileWeb Metrix" -- a Joint Audience Measurement Service Comparing Mobile and PC-Based Internet Usage

Telephia and comScore Networks today announced the launch of a joint service that compares and combines Internet usage data from the two firms. MobileWeb Metrix is designed to provide media companies, advertisers, and agencies with a detailed comparison of audiences who view Internet content using PCs and mobile phones.

"We are thrilled to bring together our companies' resources and expertise to deliver an important new measurement capability to our clients," said Sid Gorham, President and CEO, Telephia. "Robust measurement is the key to making the mobile Web successful with consumers and advertisers. By working together, Telephia and comScore have delivered an important piece of this new media measurement toolkit."

"As Internet usage continues to spread across multiple access devices, we're delighted to provide our clients with an integrated, cross-platform view of consumer behavior," said Gian Fulgoni, Chairman, comScore Networks. "We are excited to be working with Telephia to deliver a detailed comparison of the mobile and PC Internet audiences."

Weather Brands Establish Stronger Reach via Mobile; Search Brands Still Offer Stronger Reach on PCs

According to inaugural results from the MobileWeb Metrix service, The Weather Channel, Yahoo! Weather and AccuWeather achieved mobile reach that outpaced their PC reach. All three sites had mobile-to-PC reach index scores above 120, pointing to significantly stronger reach among mobile Web users than among PC Web users (see Table 1). With an index of 190, ESPN also has stronger reach among mobile Web users. By comparison, Google Search and Yahoo! Search have index scores of 23 and 25, respectively, indicating that their reach is higher among PC Web users, compared to mobile users. Among the four leading Web e-mail applications -- Yahoo! Mail, MSN Hotmail, Gmail and AOL Mail -- only Gmail over indexed on mobile reach.

"The first results from MobileWeb Metrix highlight the value of evaluating a Web property's performance among both the mobile and the PC audiences," said Kanishka Agarwal, VP of New Products, Telephia. "This type of analysis will allow mobile media companies to better target their investments in promotion, content, and user experience improvements."

Top Web Sites Ranked by Mobile-to-PC Reach Index (U.S.)
September      2006
Source:  MobileWeb Metrix, a service of Telephia and comScore Networks
                                         %
                                         Mobile % PC
Web site                                 Reach  Reach  Index*
1.  AccuWeather                             7.5    1.7    435
2.  ESPN                                   17.9    9.4    190
3.  The Weather Channel (Weather.com)      22.1   12.7    174
4.  Yahoo! Weather                          9.0    5.7    157
5.  Gmail                                   6.7    5.6    119
6.  CitySearch                              7.8    7.3    107
7.  CNN                                    11.5   14.1     82
8.  Yahoo! Games                            9.3   12.0     78
9.  Yahoo! Mail                            29.4   44.4     66
10. Yahoo! Driving Directions               7.2   11.6     62
11. MSN Hotmail                            15.3   26.6     57
12. AOL Mail                               13.7   24.0     57
13. MapQuest                               13.2   27.8     48
14. Yahoo! Search                          11.1   43.8     25
15. Google Search                          13.0   56.7     23
*Note: Mobile-to-PC Reach Index for a Web site is defined as
the site's reach among mobile Web users divided by its reach
among PC-based Internet users.

About comScore Networks

comScore Networks is a global leader in measuring the digital age. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com .

About Telephia

Telephia is the world's largest provider of syndicated consumer research to the telecom and mobile media markets. Telephia is your connection to the digital consumer . Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.