Mobile Media Metrics data could change the face of website marketing
February 4th 2010
A new data source which provides information on consumer use of mobile internet if set to change the face of website marketing.
The long-awaited Mobile Media Metrics (MMM) data was finally unveiled today (February 4th) by the London-based operator trade body GSMA, offering advertisers a precise insight into the browsing habits of every UK mobile subscriber.
Data is drawn directly from the five UK operators by measurement firm ComScore and independently verified by ABCE.
It is the first comprehensive data to be collated about mobile internet traffic directly from operator logs.
Speaking at the launch of the MMM at GSMA's Mobile World Congress in Barcelona, Paul Palmieri, president of Baltimore mobile ad network Millennial Media, said the service would help power the growth of the mobile advertising industry.
"This major mobile advertising initiative is a large validation that the mobile advertising industry is a key global growth area," he added.
The GSMA's Mobile Media Metrics Study ranks popular mobile websites by number of visitors, page impressions, time and duration of visits, with the aim of enabling people involved in website promotion to improve the planning of their marketing campaigns.
More than 160,000 mobile internet sites were measured for the study, which gathers anonymous data.
In Britain, the study showed that carrier sites had the lion's share of mobile audiences, with 68 per cent of visits to mobile sites in December 2009.
Google came in at second place, followed by Facebook, which was the top mobile site by time spent browsing.
The next most popular sites, in descending order, were webpages belonging to Yahoo!, the BBC, Apple, Microsoft, Sony Online and Sony Ericsson, Nokia and AOL and its Bebo social network.
Alost half of mobile internet users were in the 18-34 age group, while men were more likely to use hand-held browser than women, accounting for 63 percent of total users.
Recent research by Nielsen revealed that over ten million Brits now use their mobile phone to access the internet.
Further, according to the comparison service Broadband Genie, the burgeoning popularity of mobile internet means it could overtake fixed-line connections by 2011.
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