Nielsen has launched a new service designed to help advertisers better connect with their mobile audience. Dubbed Mobile-PRIZM, the new solution combines Nielsen Mobile's Mobile Media Marketplace research with PRIZM lifestyle and segmentation data from Nielsen Claritas to provide deeper insights into consumer media habits, the company says.

Mobile Media Marketplace covers consumer mobile usage, audience sizes and composition. PRIZM classifies consumers into 66 segments based on various socioeconomic data and lifestyle choices.

Nielsen provided the following example of how Mobile-PRIZM works:
Analysis of one PRIZM segment -- Bohemian Mix (a progressive mix of young singles and couples, students and professionals who are quick to check out the latest movie, nightclub, laptop or microbrew) -- shows that this group leads all other categories in mobile Internet usage, with 27% accessing the mobile Internet in the last 30 days, compared to an average 16.7% across all other segments.

According to Kanishka Agarwal, VP of mobile media at Nielsen Mobile, "Targeted customized analysis of mobile usage patterns for PRIZM's 66 consumer segments allows advertisers to make more informed decisions about where to place mobile advertising."