Flurry unveils deal with comScore for measuring mobile audiences

Mobile analytics firm Flurry is teaming up with web market researcher comScore to help measure the audiences for mobile apps.

The two will combine comScore’s mobile panel data with Flurry’s data on how much mobile apps are used. The companies will thus be able to offer better data to app publishers, ad agencies, marketers, advertisers, ad networks and others. The service will cover the iPhone, Android and BlackBerry mobile phones and will be available through comScore in the first quarter.

Clients will be able to get more accurate data about how consumers use mobile apps. With access to usage on more than 50 million phones, Flurry can measure real-time consumption data for apps that use its analytics system. It can show how frequently and for how long an app is used, where the user is, new versus repeat usage and other data. That lets app publishers and others better target consumers. Meanwhile, comScore offers audience measurement reports.

Smart phone usage grew 63 percent from August, 2008 to August, 2009, and app usage is skyrocketing as well. That has drawn the attention of brands and advertisers who want to reach the app users. But the key to that is collecting the right information about the users in a way that’s useful to advertisers.

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