Nielsen Media Research’s Nielsen Wireless unit launches its first product, called Mobile Vector, next month. The service is designed to measure how many people use content services such as mobile internet and mobile video, as well as quantifying the impact this usage has on consumers’ overall media behavior. The data will drawn from Nielsen’s National People Meter TV sample and promises mobile carriers and advertisers will be able to get a variety of market demographic information. The new service will also identify how different wireless carriers’ subscribers consume media in their homes, in terms of how it fits in with TV viewing choices, video gaming activity and media technology adoption.

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Aside from providing another measurement product it can market on its own, the company also views Nielsen Wireless, which was introduced last October, as a complement to its total metrics system.  In particular, it is designed to work with Nielsen’s Anytime Anywhere Media Measurement (aka “A2/M2”) initiative, which measures TV usage on all video platforms, including devices such as mobile phones. Nielsen Wireless will also work in tandem with existing products, such as ringtone sales tracking system Nielsen RingScan, as well as its various behavior study services related to mobile phones. Release