Mobile site optimisation study

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Here's a great study by the IAB on why clients need an optimised site now

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Mobile site optimisation study

  1. 1. Mobile Site Optimisation StudyIn cooperation with comScoreiabuk.net/contact
  2. 2. Methodology •  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.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 otherfactors that might influence the consumer behavior e.g. application usage.
  3. 3. Top 100 advertiser websites 63% Vs. 37% Non - Optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  4. 4. Some brands that were optimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  5. 5. Visitsiabuk.net/contact
  6. 6. There are192% more UV’s to optimised sites 400,000 348,246 350,000 Definition: Total Unique Visitors Total Unique Visitors 300,000 The estimated number of 250,000 different individuals (in thousands) that visited any 200,000 content of a website, a 150,000 119,411 category, a channel, or an application during the 100,000 selected reporting period. 50,000 0 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  7. 7. There are 304% more daily visitors to an optimised site 35,000 Definition: Average 31,270 Daily Visitors (000) 30,000 The estimated average Average Daily Visitors 25,000 number of individuals (in thousands) visiting any 20,000 content of a website per day in the report month. 15,000 10,000 7,732 5,000 0 Non - Optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  8. 8. There are 490% more total visits to an optimised site Definition: Total Visits The total number of times Optimised 1,685 during a report period that a unique person accessed content within the website, category, channel, with at least a 30 minute (or greater) Non - Optimised 286 break in between access times 0 500 1,000 1,500 2,000 Total Visits (000)Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  9. 9. Minutesiabuk.net/contact
  10. 10. There are 580% more total minutes spent on optimised sites 4,500 3,970 Definition: Total 4,000 Minutes Total Minutes (000) 3,500 The total number 3,000 of (usage) minutes 2,500 spent by visitors on the website 2,000 during the report 1,500 month. 1,000 584 500 0 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  11. 11. There are 50% more minutes spent per usage day on optimised sites 3.50 3.00 3.00 Average Minutes per Usage Day Definition: Average Minutes per Usage 2.50 Day 2.00 The average 2.00 number of minutes spent on the website 1.50 during a day, per visitor. 1.00 Average Minutes per 0.50 0.00 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  12. 12. The average minutes per visitor increased by 2 minutes on optimised sites 6 5 Average Minutes per Visitor 5 Definition: Average Minutes 4 per Visitor 3 The average 3 number of minutes spent on 2 the website during the 1 month, per visitor. 0 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  13. 13. Pagesiabuk.net/contact
  14. 14. There are 360% more total pages viewed on optimised sites 12,000 11,416 Definition: Total Pages Viewed (000) Total Pages Viewed (000) 10,000 The total number of pages viewed at the 8,000 website during the report month. 6,000 4,000 2,480 2,000 0 Non-optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  15. 15. There are 33% more average pages per usage day viewed on optimised sites Definition: Average Pages per Usage DayNon-optimised 9 The average number of different pages viewed per day by those visiting the website. Optimised 12 0 2 4 6 8 10 12 14 Average Pages per Usage DaySource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  16. 16. There are 33% more average pages per visitor on optimised sites 20 19 Definition: 18 Average Average Pages per Visitor 16 Pages per 14 Visitor 12 The average 12 number of 10 pages viewed 8 during a 6 month by 4 persons visiting the 2 website. 0 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  17. 17. summary 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 sitesSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

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