Posted by GlobalMagic
on 07/30/10
The onset of summer tends to mark a decline in Web traffic as consumers spend less time at their desktops and more time on vacation and leisure. However, the mobile medium is not experiencing similar traffic slumps, attributable to the convenience of mobile Web browsing, the growth of the mobile sector and the increasing prominence of data plans. Mobile Web is a constant in consumers’ lives, whether they’re at work, at home, on vacation, day or night, the Internet, on the other hand, is not as easily accessible, so its use is, for most, confined to the home, office or coffee shop.
Between February and June, Ground Truth found that mobile subscribers were browsing the Web on their handhelds for an average of about three hours per month. Additionally, the average mobile user accumulated an estimated 1,000 page views per month. Ground Truth has not seen any significant dip in mobile Web traffic during that time. We have found that people browse the mobile Web throughout the day, which emphasizes the fact that the mobile Web — along with the pervasive mobile device — is a significant component to consumers’
media diet, and therefore a tremendously attractive medium for advertising and marketing.
The Nielsen Co. says that the number of consumers accessing the mobile Internet in the United States has jumped from 54 million in May 2009 to 72 million in May 2010, a year-over- year increase of 34 percent. As the number of U.S. consumers surfing the Internet on their mobile devices inches closer to 100 million, marketers need to fully integrate mobile into their marketing mixes – not merely as an afterthought, but as a vital component.
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