Mobile Site Optimisation Study In cooperation with comScore
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• Manually checked top 100 advertisers websites spoofing a mobile phone (Google’s GetMoMeter)
• Checked each site and divided into two groups: ‘optimised’ + ‘non optimised’
• Used comScore GSMA MMM data to count total Visits/Duration/PageViews to these advertisers sites (including MO and non MO traffic)
• Where an advertiser has a MO site – we have assumed that, when a mobile device accesses the site, 100% of the pages served are MO
• Operators were exception to the norm with 2 sites- a ‘normal site’ and a portal. For this study we categorised them as ‘optimised’ looking at portal only traffic.
Methodology
Source: IAB Optimised Site Study, Please use as a directional study only - this research doesn’t use a like for like control group and doesn’t account for other factors that might influence the consumer behavior e.g. application usage.
Top 100 advertiser websites
63% 37% Vs.
Non - Optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Some brands that were optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Visits
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There are192% more UV’s to optimised sites
119,411
348,246
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Non - optimised Optimised
Tota
l Uni
que
Visi
tors
Definition: Total Unique Visitors The estimated number of different individuals (in thousands) that visited any content of a website, a category, a channel, or an application during the selected reporting period.
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
There are 304% more daily visitors to an optimised site
Definition: Average Daily Visitors (000) The estimated average number of individuals (in thousands) visiting any content of a website per day in the report month.
7,732
31,270
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Non - Optimised Optimised
Aver
age
Dai
ly V
isito
rs
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
There are 490% more total visits to an optimised site
286
1,685
0 500 1,000 1,500 2,000
Non - Optimised
Optimised
Total Visits (000)
Definition: Total Visits The total number of times during a report period that a unique person accessed content within the website, category, channel, with at least a 30 minute (or greater) break in between access times
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Minutes
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There are 580% more total minutes spent on optimised sites
584
3,970
0 500
1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Non - optimised Optimised
Tota
l Min
utes
(000
)
Definition: Total Minutes The total number of (usage) minutes spent by visitors on the website during the report month.
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
There are 50% more minutes spent per usage day on optimised sites
2.00
3.00
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Non - optimised Optimised
Aver
age
Min
utes
per
Usa
ge D
ay
Definition: Average Minutes per Usage Day The average number of minutes spent on the website during a day, per visitor. Average Minutes per
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
The average minutes per visitor increased by 2 minutes on optimised sites
3
5
0
1
2
3
4
5
6
Non - optimised Optimised
Aver
age
Min
utes
per
Vis
itor
Definition: Average Minutes per Visitor The average number of minutes spent on the website during the month, per visitor.
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Pages
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There are 360% more total pages viewed on optimised sites
2,480
11,416
0
2,000
4,000
6,000
8,000
10,000
12,000
Non-optimised Optimised
Tota
l Pag
es V
iew
ed (0
00)
Definition: Total Pages Viewed (000) The total number of pages viewed at the website during the report month.
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
There are 33% more average pages per usage day viewed on optimised sites
12
9
0 2 4 6 8 10 12 14
Optimised
Non-optimised
Average Pages per Usage Day
Definition: Average Pages per Usage Day The average number of different pages viewed per day by those visiting the website.
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
There are 33% more average pages per visitor on optimised sites
12
19
0 2 4 6 8
10 12 14 16 18 20
Non - optimised Optimised
Aver
age
Pag
es p
er V
isito
r
Definition: Average Pages per Visitor The average number of pages viewed during a month by persons visiting the website.
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
63% of top 100 advertisers sites are not Mobile optimised o These three key measures, show an optimised site can help customer engagement on your
website.
o Pages - There are 490% more total visits to an optimised site - There are 304% more daily visitors to an optimised site - There are 490% more total visits to an optimised site
o Minutes - There are 580% more total minutes spent on optimised sites - There are 50% more minutes per usage on optimised sites - The Average minutes per visitor increased by 2 minutes on optimised sites
o Pages - There are 360% more total pages viewed on optimised sites - There are 33% more average pages per visitor on optimised sites - There are 33% more average pages per visitor on optimised sites
summary
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
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