Seattle-based M:Metrics, which surveys mobile phone users to provide insights into the industry, launched a new product today called M:Audit.
In conjunction with the announcement, M:Metrics released results related to its first customer, AdMob, which sells advertising inventory on mobile Web sites.
M:Metrics said it conducted a survey by placing ads on the Web sites that AdMob serves. The ads lured people into clicking on an ad by offering a chance to win something. In return, participants answered a few short questions about themselves. The data was collected during the third quarter and from more than 2,000 mobile sites.
M:Metrics found that 37.5 percent of the respondents were 25 to 34; the second largest group, at 28 percent, was 18 to 24. The smallest group, not surprisingly, consisted of those 65 years and older, only 0.2 percent.