More people accessing the web from TVs and STBs says new report
Web development company Netbiscuits has released its latest quarterly web trends report, revealing the exponential increase in people accessing the web via set top boxes and television sets.
The Netbiscuits platform handles billions of mobile web and content impressions each month, with the most recent Quarterly Web Trends Report demonstrating the change in the way that consumers are accessing the web through new and emerging technologies, such as tablets and connected TVs.
The report found that traffic impressions from STBs and TVs was up a huge 138%, with tablets seeing a significant 52% increase – just over 80 million platform hits in January 2013 alone.
In the same month, internet TV surpassed 200,000 platform hits, slightly less than the December peak at 250,000, but an increase of over 100,000 across the six month period.
Android remained in the top spot in terms of web access share in January 2013 at 41%, followed by iOS at 37%. In two years, Android device use has more than doubled, however Apple remains the leading single vendour.
“The web is changing rapidly,” said a spokesperson for Netbiscuits. “Many organisations are not fully prepared for the change today, nor are they prepared for the future.
“New technologies are emerging quickly but they are being rolled out on different devices at different rates, while variations of technology will continue to exist.
“Being able to accommodate for these changes will require guidance from market experts, centralised web development and clear engagement with customers and end users to deliver experiences that are optimised for personal device choices.”
This was a topic covered at the latest Media Playground event during the mobile advertising session, in which panellists discussed the problem that advertising is – more often than not – not mobile-optimised.
“There is no natural ad format on mobile and they need to be native to the device,” said Ed Couchman, Sales Manager for Facebook when talking about the importance of optimised layouts.
Technology is continuing to upgrade, however it appears to have hit a bit of a plateau. On the upside, this could give brands the time they need to get things right and evolve successfully to match the ever-changing consumer.