Report: Mobile Internet extends audience reach for some sites

Thu, 05/01/2008 - 8:33am
Traci Patterson

According to a new TotalWeb report from the Nielsen Co., mobile Internet extends the audience reach of many leading Internet sites by an average of 13 percent compared with home PC traffic.

And for some categories, such as weather and entertainment, the report found that the extended reach can be even greater.

The data shows that for many Internet publishers, mobile Internet increases the overall size of their audience. Weather sites get a strong lift from mobile, for example, meaning there are people who access the sites over their phone but not over their home PC. Shopping sites have a mostly duplicated audience, meaning that mobile users who access shopping sites on their phone likely also do so over their home PC.

“The data demonstrate that the mobile Internet can not only increase the frequency of visits to a Web site, but also grow the overall size of the pie,” said Jeff Herrmann, VP of mobile media for Nielsen Mobile. “Publishers can now monetize their total cross-platform audience, and advertisers will better understand the efficiency and incremental value of mobile Web traffic.”

According to Nielsen, 87 million U.S. mobile users subscribe to mobile Internet services, and more than one in 10 mobile subscribers (13.7 percent) actively uses mobile Internet each month.

The report integrates data from Nielsen Mobile and Nielsen Online to show the unduplicated, unique audience for more than 200 leading Internet sites across the PC and mobile Internet spaces.

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