growth of mobile web adoption: top global publishers

Growth of Mobile Web AdoptionPublishers of the Top 10K Global Alexa™

David Eisaiah EngelSeptember 15, 2011

Measured from 1/21/11 to 9/7/11

Alexa is a trademark of Alexa Internet, Inc. a subsidiary of Amazon.com. This study is not affiliated or endorsed by Alexa Internet or Amazon.com.

Extended Version

Publisher (n), for our purposes,

means a site that sells ad impressions

65.83%of Alexa's™ Top, Global 10,000

websites are publishers1


Basic method

Mobile+Positive simulates five mobileoperating systems, which represent roughly

96% of mobile ad impressions

1. Pull a fresh list from Alexa of the Top 10K Global

2. Run them through Mobile+Positive in Jan and Sept


January 21 September 7

14.67% Publishers with mobile3 25.67%

14.32% All sites with mobile4 23.75%

Totals


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Growth rates

Top 10,000 publishers increased mobile adoption a rate of 75% while the total population increased it by 66% from January 21 to September 7, 2011


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Mobile Ads

61.4% of the Top 10,000Global Publishers with mobile sites show no mobile ads.

It's an open playing field for ad networkswho want to expand on mobile.


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Mobile Video


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13.81% of the Top 10,000 Global Publishers show video on their mobile sites;the same is true for 9.82% of publishers who built mobile sites after Jan '11.

Link: Web to App

13.93% of the Top 10,000 Global Publishers use their mobile sites to promote their apps;the same is true for 12.36% of publishers who built mobile sites after Jan '11.


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Get new mobile publishers

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• Publishers in the Top 10,000 Global Alexa• Adopted mobile between 1-21-11 and 9-7-11• With / without ads• With / without video• With / without an app in iTunes & Android

Call +1 (760) 542-8027 or [email protected]

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Detailed Method

1. To calculate what percentage of the Global Top 10,000 Alexa websites are publishers, we manually reviewed a random sample of 439 sites from the September Alexa list (#2). The margin of error for this statistic is 5% at a 96% confidence interval.

2. To obtain a list of the Global Top 10,000 websites ranked by Alexa, we signed up for the Alexa Top Sites API via Amazon Web Services (http://aws.amazon.com/alexatopsites/). We pulled the list in January and September.

3. To calculate publishers with mobile websites, we visited all of the mobile sites from #4 below and noted which of them were publishers. The margin of error for this statistic is 1% at a 99% confidence interval. Of output from the mobile sites encountered, 67.422% were publishers on 1-21-11 and 71.206% were publishers on 9-7-11. We divided the exact numbers of publishes on each date by 6583.1 (output from #1) to obtain the percentage of total publishers with mobile websites.

4. To calculate which of the Global Top 10,000 Alexa websites tested positive for mobile content, we input them all into Mobile+Positive (or the Mobile Indexer API as it was called on 1-21-11). The home pages of said websites were tested on 10 different devices representing 5 different operating systems. If the target site served at least one mobile version to our software, the URL tested positive for mobile. Our software is known to have an error rate of less than 2%.

5. Growth rates were calculated by measuring the dividing the difference between the present and past values by the past values for each #3 and #4.

6. The presence of ads, video and links to mobile apps was done by a human analyst who viewed all the mobile publishers on Firefox while simulating iPhone, Droid and Blackberry user agents.


growth of mobile web adoption: top global publishers

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