Experian introduced Hitwise Mobile at the beginning of March, a new offering that will provide data on mobile internet activity, including weekly website rankings from mobile devices, share of visits, page views, and average visit time. The data is pulled from a sample of 3G/4G wireless networks and wifi sources on both smartphones and tablets and allows marketers to compare visits on desktop and mobile.
In its first weekly mobile website rankings, Google.com took 17.27% of the market share in terms of visits during the week ending February 23, with YouTube at 4.55%, Facebook at 2.65%, and Gmail at 1.54%. Other Google properties, including Google News and Google Maps, were also in the top ten, while Wikipedia came in as the #5 mobile website, with 1.17% of the visits. Twitter came in as the eighth most popular site, with .60% of the visits.
Looking at mobile time spent on these sites, users spent the most time on Gmail, with an average of 6 minutes and 42 seconds, followed by YouTube with 5 minutes and 51 seconds. Google saw an average of 4 minutes and 10 seconds of users’ time during the week, and, while users spent a lot of time on Facebook on desktop, with an average of 20 minutes and 21 seconds, they spent less time on the site via mobile than the other top five: 2 minutes and 45 seconds.
This data does not take into account mobile applications for these websites and companies. According to data from comScore’s Mobile Metrix, the Facebook app saw the most unique visitors in the US during December 2012, with more than 85.6 million. Google Maps was the next most-popular app, with 74.6 million unique visitors, and other Google properties filled out the top six apps: Google Play, Google Search, Gmail, and YouTube.
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