In recognition of the ever growing popularity of streaming audio services (e.g. Spotify, Soundcloud, and online radio etc.) the methodology for comScore’s UKOM approved MoMX measurement of duration is being enhanced to reflect users’ frequent multi-tasking behaviour.
Correctly tagged audio apps playing ‘in the background’ on mobile and tablet devices will now be measured and will contribute to monthly ‘time spent’ metric.
This measurement enhancement reflects the real life usage of a user focusing on one task, usually visual, whilst listening to content from audio streaming sources which may be running in the background, or ‘out of focus’. Historically duration has only applied to the task in hand, but with this enhancement UKOM, and comScore, are acknowledging this evolution and acting to reflect this in our data.
This enhancement will be introduced in August data, released in September.
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