New York - Media ratings provider Nielsen announced on Wednesday that it will begin measuring mobile subscribers' use of Internet and video features through a new service, Nielsen Wireless.

The company estimates that over 33 million users accessed the mobile Web, and more than 8 million subscribers viewed mobile video during the first quarter of 2007.

Slated to launch next month, the division's first product, Mobile Vector, will cull data from Nielsen's existing National People Meter TV sample, and segment audience demographics by wireless carrier. The division also expects to expand its service to include a survey of mobile users.

The company named vice president Jeff Herrmann, who also leads Nielsen Games, to head the new wireless measurement services.

"Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity," said Herrmann.

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