UK operator task force releases results of mobile media metrics feasibility study

UK operator task force releases results of mobile media metrics feasibility study

The study has created a measurement process for mobile browsing that respects the privacy of mobile users and provides rich planning information for the media and advertising communities.

"Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium," said GSMA CEO and chairman, Rob Conway. "For the first time, the advertising community has access to real, aggregated mobile audience data, which offers insight into the most popular sites, ranked by number of visitors, page impressions, time and duration of visits. This will enable better planning of marketing campaigns, and in turn, will accelerate sales of mobile advertising inventory."

The results of the study, based on a sample of anonymised data from UK mobile operators, reveal that operator sites continue to command the biggest audiences, with 68% of UK mobile users visiting operator portals.

Top sites

In terms of time spent browsing, Google is the top off-portal destination and Facebook is the top mobile site, with other social networking sites featuring strongly.

Top 10 Mobile sites

  1. Mobile operator sites
  2. Google sites
  4. Yahoo! sites
  5. BBC sites
  6. Apple Inc. sites
  7. Microsoft sites
  8. Sony Online (inc. Sony Ericsson)
  9. Nokia
  10. AOL (inc. Bebo)

Top 10 Internet sites

  1. Google sites
  2. Microsoft sites
  3. Yahoo! sites
  5. eBay
  6. BBC sites
  7. AOL (inc. Bebo)
  8. Amazon sites
  9. Ask Network
  10. Wikimedia Foundation sites

Mobile users accessing Facebook spend an average of 24 minutes a day on the site, similar to the 27.5 minutes spent by PC users. Mobile users on Facebook averaged 3.3 visits per day versus 2.3 visits per day by PC users. In addition to the top sites, a total of 167,648 mobile Internet sites were measured during the feasibility study.

Mobile is used consistently throughout the whole day, but the early morning (07h00 to 10h00) is the key part of the day mobile, accounting for 22% of total mobile minutes browsed, compared with only 11% of total minutes browsed by PC Internet users during the same hours.


The real value comes in the combination of aggregated site popularity and user behaviour data with independently collected demographic information, which enables more effective targeting of campaigns.

Mobile is confirmed as a strong youth medium with 48% of 18-34 year old users, compared with 40% for the fixed Internet and 29% for the TV audience [source: BMRB's TGI].

Mobile is also more skewed towards men, who represent 63% of total users compared with 53% for the fixed Internet.

"Mobile Media Metrics is vital to the development of Mobile Advertising industry," said Frank Boulben, director of commercial strategy at Vodafone Group. "The GSMA has supported a solution which can be deployed by mobile operators in virtually every country and is based on ongoing collaboration with the leading advertisers and advertising agencies."

"One of the key building blocks for the successful take-up of mobile advertising is a standardised measurement system for mobile media audiences allowing advertisers to make informed decisions on the ROI of their campaigns," said Ingo Schneider, vice president of multimedia at T-Mobile. "The GSMA initiative will play a vital role in bringing all the necessary elements together to ensure an effective mobile audience measurement process is put in place."

"Robust audience data is vital to the success of any medium, and Mobile Media Metrics represents a huge step forward for the industry," added Guy Philippson, CEO of IAB UK. "Once media planners start using the research to justify mobile advertising on schedules, we can expect to see the medium grow with well targeted cross-network campaigns."

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