Nielsen said the acquisition of Telephia would improve its ability to measure and analyze consumer behavior and media consumption on all screens. Terms of the deal were not disclosed and the sale is expected to be finalized in the third quarter.

Telephia provides technology-based measurements of users behavior, product quality, network quality, consumer satisfaction and mobile media consumption. The company will expand Nielsen’s ability to measure the growing mobile content delivery business.

Susan D. Whiting Executive Vice President of The Nielsen Company said, "As media content increasingly moves from television to the personal computer to the ‘third screen’ of the mobile device, it is essential that we measure all platforms."

"Combining Nielsen’s worldwide strengths and measurement expertise with Telephia’s cutting edge research and measurement capabilities in the mobile content arena expands our capabilities in the vital, high-growth telecom and mobile media markets."

Nielsen recently said that its Nielsen Wireless service will begin measuring the number of people who use content services such as mobile Internet and mobile video and what impact this has on traditional media behavior. Nielsen plans to invest in and grow Telephia’s measurement products.

"The Telephia team is very excited to be joining The Nielsen Company," said Sid Gorham, President and CEO of Telephia. "With access to all the expertise, complementary products, and global resources of The Nielsen Company, Telephia will be able to better serve clients in the rapidly evolving telecom and mobile media markets."

A new report from Telephia, a consumer researcher of the telecom and mobile media markets, indicates around 4 percent of UK mobile users have uploaded content from their mobile phones to social networking sites, video, blogs and personal Web pages.

Although the percentage of mobile users uploading content to social networking sites is small, research suggests there is strong demand for mobile to be integrated into the social networking world.

“Social networking sites have taken the Web by storm. Eighty-five percent of UK consumers are using text messaging to stay connected to their peers and more than 80 percent of new phones sold are camera phones,” said Reza Chady of Telephia.

MySpace seems to be the most popular when it comes to where mobile UK users are uploading the most content. The report shows that 21 percent of mobile uploaders prefer the site. Windows Live Spaces trails with 19 percent and YouTube comes in third with 9 percent.

In the US 6 percent of mobile users are uploading content to social networking sites. MySpace again comes out on top as the most preferred site for mobile users with 32 percent choosing to upload content there. Facebook was a distant second with 13 percent followed closely by Windows Live Space preferred by 11 percent of mobile uploaders.

In the US and the UK, uploading content from mobile phones is the most popular among 15-24 year olds.

As for future growth in mobile Chady said,” Social networking will spread from the PC to the street in 2007 and beyond.”

Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.

ComScore and Telephia disclosed their new project, which aims to address the need for quality measurements of usage of websites from mobiles. Their announcement of the MobileWeb Metrix of mobile and PC reach for sites arrived with a look at September 2006′s “Top Web Sites Ranked by Mobile-to-PC Reach Index (U.S.).”

Weather forecasts were on the mind of many of those measured mobile visits, with AccuWeather topping the first report. ESPN placed second by reach, while The Weather Channel and Yahoo! Weather trailed closely behind the Worldwide Leader in Sports.

Gmail rounded out the top five, with a mobile reach that presently exceeds that of its PC reach. Right after Gmail came CitySearch, the only other site to have a greater mobile reach among its visitors. Here is a table showing the top 15 sites ranked by mobile-to-PC reach from MobileWeb Metrix:

Web site	% Mobile Reach	% PC Reach	Index*
AccuWeather	7.5	1.7	435
ESPN	17.9	9.4	190
The Weather Channel (Weather.com)	22.1	12.7	174
Yahoo! Weather	9.0	5.7	157
Gmail	6.7	5.6	119
CitySearch	7.8	7.3	107
CNN	11.5	14.1	82
Yahoo! Games	9.3	12.0	78
Yahoo! Mail	29.4	44.4	66
Yahoo! Driving Directions	7.2	11.6	62
MSN Hotmail	15.3	26.6	57
AOL Mail	13.7	24.0	57
MapQuest	13.2	27.8	48
Yahoo! Search	11.1	43.8	25
Google Search	13.0	56.7	23
*Note: Mobile-to-PC Reach Index for a Web site is defined as the site’s reach among mobile Web users divided by its reach among PC-based Internet users. Source: MobileWeb Metrix

Yahoo demonstrated it has grabbed plenty of attention on the mobile platform. Five of their services ranked in the MobileWeb top 15, and Yahoo Search nudged ahead of Google Search too.

AOL took a couple of places with its Mail and MapQuest services. Though Google only had Gmail and Search among the top 15, that was one better than Microsoft, which only placed Hotmail in the group.

CNN’s steady pace toward making its site more friendly to the web has been matched by its mobile advances. CNN.com was the only true news site making it into the top 15 list here.

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David Utter is a staff writer for WebProNews covering technology and business.