Reuters is reporting that venerable audience tracking firm Nielsen will soon begin measuring media consumption on cellphones. The new service, called Nielsen Wireless, aims to help carriers, studios, and advertisers figure out what kinds of media are popular on mobile -- something that's currently difficult to track, given the lack of standardized tools across cellphone platforms.

The first Nielsen Wireless product will be available in July; it will focus on measuring media habits and demographics by wireless carrier.

According to the article, data already compiled by the company shows that more than 33 million U.S. consumers over the age of 12 used their cell phone to surf the Internet in the first quarter. In addition, more than 8 million watched video on their cell phone.

For comparison purposes, there are about 230 million wireless subscriptions in the U.S.

Nielsen to Measure Cell Phone Media Use [Reuters via PC Mag]