Nielsen watching mobile internet use

ACNielsen is starting regular research into how many people are accessing websites through their cellphones, as one of New Zealand's most viewed websites goes mobile.

The Herald website is now available on most phones.

And Fairfax Media New Zealand group head of digital Stephen Smith said that after the relaunch of Stuff last month the company would soon announce a mobile-friendly stuff.co.nz.

Nielsen Online is working with the Internet Advertising Bureau to create the new research service - Mobile Market Intelligence - by July.

General manager Ivan Fuyala said the service would allow publishers to benchmark the performance of their mobile sites and advertising agencies to check reach and engagement.

He said 170,000 people - about 5.9 per cent of the people who use mobiles - were regular users of the internet (WAP) feature on their phone.

Fuyala backs the view from many in the marketing sector that there is a big trend for people to access online information through their mobiles.

"Internet visitation through mobile devices will rocket in New Zealand over the next 12 months."

He said internet browsers would become standard offerings on handsets and providers were bringing down data charges.

People can access the service by texting the word NZHERALD to 4443 or through nzherald.co.nz.

The nzherald.co.nz mobile site launched with national and international news, business, sport, technology and entertainment news.

More sections are to come in the near future.