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he Nielsen Company said they would begin measuring mobile phone users through their Nielsen Wireless service. The service will measure the amount of people who use mobile Internet and mobile video.

"Nielsen To Measure Mobile Users"

 Nielsen Wireless will launch their first product, Mobile Vector in the U.S. in July 2007.

"The value of an entertainment medium is directly proportional to how well it is measured," said Nielsen Vice President Jeff Herrmann. "Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity."

"This new mobile measurement service demonstrates Nielsen's continued commitment to follow content wherever consumers take it. Independent measurement of the cross-media behavior of the growing mobile audience will support and accelerate the evolution of mobile media business models."

Nielsen Wireless estimates that in the first quarter of 2007, over 33 million persons 12 and older used the mobile Web and more than 8 million watched video on their mobile phone. According to the CTIA (the international association for the wireless telecommunications industry), there are over 230 million wireless subscriptions in the U.S.