Mobile internet extends the audience reach of many leading internet sites by an average of 13% over home PC traffic alone, according to new research from the Nielsen Company.
Jeff Herrmann, vice president of Mobile Media, Nielsen Mobile, said: “The data demonstrate that the mobile internet can not only increase the frequency of visits to a website, but also grow the overall size of the pie.
“Publishers can now monetise their total cross-platform audience, and advertisers will better understand the efficiency and incremental value of mobile web traffic.”
Weather sites get a strong lift from mobile, meaning there are people who access the sites over their phone but not over their home PC, while shopping sites have a mostly duplicated audience, meaning that mobile users who access shopping sites on their phone likely also do so over their home PC.
TotalWeb – Average Online Audience Lift Provided by Mobile Web, by Category (Q4 2007) | |
Category | Average Lift (%) |
Total | 13 |
Weather1 | 22 |
Entertainment | 22 |
Games | 15 |
Music | 15 |
11 | |
Sports | 10 |
Business/Finance | 4 |
Social Networking | 3 |
Search | 2 |
Shopping/Auctions | 1 |
Source: TotalWeb Q4 2007, The Nielsen Company. Based on 200+ Internet sites measured across both Home PC and Mobile Internet. | |
1To be read: In Q4 2007, weather sites measured by TotalWeb averaged a 22% lift in overall audience reach through mobile web traffic, over home PC traffic alone. |
According to Nielsen, 87 million US mobile users subscribe to mobile internet services, and more than one in ten mobile subscribers (13.7%) actively uses mobile internet each month.
In April, Juniper Research published a report which forecast that total annual adspend on mobile will exceed $1 billion for the first time in 2008, reaching $1.3 billion by the end of the year and rising to nearly $7.6 billion by 2013 (see Annual Mobile Adspend To Pass $1 Billion In 2008).
In other research, meanwhile, Nielsen reported that 23% (58 million) of all US mobile subscribers say they have been exposed to advertising on their phones in the past 30 days.
Half (51% or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days said they responded to a mobile ad in some way (see 28 Million US Mobile Subscribers Responded To At Least One Mobile Ad).