Mobile web viewing and use is on the increase according to The Center For Media Research, which makes a case for developing each of your property sites with Mobile Web in mind. According to a recent release from The Nielsen Company, web visitors using a mobile device increased 34% year-over-year, from 42.5 million mobile Web visitors in July 2008 to 56.9 million in July 2009.....
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|
Mobile Web Audience Profile |
|
Audience |
% Composition July '09 |
YOY Growth % |
|
Female |
47% |
43% |
|
Male |
53 |
26 |
|
Age Groups |
|
|
|
13-17 |
12 |
45 |
|
18-24 |
11 |
13 |
|
25-34 |
28 |
40 |
|
35-54 |
38 |
31 |
|
55-64 |
9 |
37 |
|
65+ |
3 |
67 |
|
Source: The Nielsen Company, September 2009 |
From celebrity news to shopping, mobile Web usage by women traversed a variety of subjects and actions in July, including online shopping and social networking. Women were 1.4 times more likely to visit People.com and use AT&T search via a mobile Web device in July.
|
Top 10 Mobile Web Sites Among Women (July 2009, U.S.) |
|
Rank |
Site |
% Unique Audience Composition |
Composition Index By Unique Audience |
Unique Audience (000) |
|
1 |
People |
68% |
143 |
1,146 |
|
2 |
AT&T Search |
68 |
142 |
564 |
|
3 |
Horoscope.com |
66 |
138 |
558 |
|
4 |
Target |
63 |
133 |
678 |
|
5 |
MySpace.com |
58 |
121 |
4,116 |
|
6 |
Kraft Foods |
58 |
121 |
438 |
|
7 |
T-Mobile |
56 |
118 |
1,522 |
|
8 |
AOL Search |
56 |
119 |
747 |
|
9 |
Facebook |
55 |
117 |
8,171 |
|
10 |
Sprint News |
55 |
116 |
630 |
|
Source: The Nielsen Company |
In July, men's mobile Web interests centered on news, sports and online games. Men were 1.8 times more likely to visit Gizmodo - the technology news site - via a mobile phone, making it the No. 1 Web site visited by men on their mobile devices in July in terms of unique audience composition.
|
Top 10 Mobile Web Sites Among Men (July 2009, U.S.) |
|
Rank |
Site |
% Unique Audience Composition |
Composition Index By Unique Audience |
Unique Audience (000) |
|
1 |
Gizmodo |
95% |
180 |
826 |
|
2 |
Maxim |
94 |
179 |
566 |
|
3 |
NBA |
91 |
172 |
1,214 |
|
4 |
IGN |
91 |
173 |
916 |
|
5 |
NFL |
89 |
168 |
1,819 |
|
6 |
Drudge Report |
89 |
168 |
626 |
|
7 |
Business Week |
88 |
167 |
536 |
|
8 |
CNET |
86 |
162 |
1,759 |
|
9 |
CBS Sports |
86 |
163 |
1,162 |
|
10 |
Wired |
86 |
162 |
523 |
|
Source: The Nielsen Company |
Teen usage of mobile phones focuses heavily on texting, both sending and receiving. In Q2 2009, the top-ranked mobile activity for teens was messaging, with 84% of teens sending a text message and 55% of teens sending a picture message.
|
Top 10 Teen Mobile Media Usage (% of Teens 13-17) |
|
Media |
% of Teens Using |
|
Text messaging |
84% |
|
Picture messaging/MMS |
55 |
|
Ringtone downloads |
44 |
|
Instant messaging |
42 |
|
Picture downloads |
35 |
|
Wallpaper/screensavers |
32 |
|
Email |
30 |
|
Text alerts |
30 |
|
Content uploads |
27 |
|
Game downloads |
21 |
|
Source: The Nielsen Company, September 2009 |