Nielsen acquires mobile usage measurement firm Informate

Nielsen (India) Pvt Ltd has acquired mobile usage measurement firm, Informate Mobile Intelligence Pvt Ltd for an undisclosed amount.

Nielsen and Informate Mobile Intelligence have worked together for nearly half a decade to leverage innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users.

During this time, the alliance was able to expand its client base across multiple sectors including media, telecom, e-commerce and fast moving consumer goods (FMCG).

"We are increasingly seeing the need from media owners to better understand audiences across screens. Likewise, brand advertisers and their agencies are demanding transparency around advertising. This acquisition allows us to combine assets from both companies to respond more timely, said Erica Boyd, international digital and total audience leader, The Nielsen Company, in a statement.

According to Prashant Singh, managing director, Nielsen India region, the acquisition is a boost to the company's total audience measurement strategy in developing as well as international markets – measuring audiences where, when and how one consume content.

Informate Mobile Intelligence was founded in 2008, by Kedar Sohoni, who is also co-founder of Cross-Tab, a business market research firm. An IIT-Bombay and IIM-Lucknow alumni, Sohoni has worked for Nestle and Business Consulting Group (BCG) in the past.

Mumbai-based Informate Mobile Intelligence's proprietary app captures usage data on mobile screens including tablets and smartphones for both iOS and Android through opt-in smartphone panels. Informate's proprietary app acts as an on-device meter that understands how consumers engage with their mobiles.