STIR and Nedstat start measuring mobile sites and applications

Amsterdam, 7 December 2009 - In a new initiative called "STIR Lab Mobiel", Stichting Internetreclame (STIR) and Nedstat will measure mobile internet starting in 2010. Objective of the cooperation is to report key figures about the Dutch market for mobile sites and applications.

STIR Lab Mobiel will have two phases:
- Phase 1: standardized measuring of mobile sites and applications.
- Phase 2: measuring the reach of mobile sites and applications.

In phase 1, based on pixel measurements it is registered how often a page from a mobile site or application is requested by a mobile user. This compares with the page view measurements STIR is using for the Webmeter survey. Website owners need to place a measurement code that is specifically developed for mobile sites and applications, on their pages. The monthly reports will include figures about page views, visits, visitors, unique visitors, providers, devices, origin and channels.

In phase 2, the intention is to add profiles to the measurements so that reach figures of target groups can be reported. Panel members of the STIR Webmeter will possibly also be able to participate in the audience measurement using their mobile devices. If this is feasible and what other possibilities there are to collect profiles of mobile internet users will be explored in the coming period.

In addition to STIR and Nedstat, Interactive Advertising Bureau Nederland (IAB) and Open Mobiel Internet (OMI) are also involved in STIR Lab Mobiel.

STIR Lab Mobiel is guided by a Task Force of seven people from the organizations JIC STIR, AdLINK Media, ilse media, Futureways, ZenithOptimedia, NPO and VINEX.