mobile site optimisation study

17
Mobile Site Optimisation Study In cooperation with comScore iabuk.net/contact

Upload: mobiledave

Post on 23-Jan-2015

103 views

Category:

Business


2 download

DESCRIPTION

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

TRANSCRIPT

Page 1: Mobile site optimisation study

Mobile Site Optimisation Study In cooperation with comScore

iabuk.net/contact

Page 2: Mobile site optimisation study

•  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.

Methodology

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 other factors that might influence the consumer behavior e.g. application usage.

Page 3: Mobile site optimisation study

Top 100 advertiser websites

63% 37% Vs.

Non - Optimised Optimised

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 4: Mobile site optimisation study

Some brands that were optimised

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 5: Mobile site optimisation study

Visits

iabuk.net/contact

Page 6: Mobile site optimisation study

There are192% more UV’s to optimised sites

119,411

348,246

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Non - optimised Optimised

Tota

l Uni

que

Visi

tors

Definition: Total Unique Visitors The estimated number of different individuals (in thousands) that visited any content of a website, a category, a channel, or an application during the selected reporting period.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 7: Mobile site optimisation study

There are 304% more daily visitors to an optimised site

Definition: Average Daily Visitors (000) The estimated average number of individuals (in thousands) visiting any content of a website per day in the report month.

7,732

31,270

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Non - Optimised Optimised

Aver

age

Dai

ly V

isito

rs

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 8: Mobile site optimisation study

There are 490% more total visits to an optimised site

286

1,685

0 500 1,000 1,500 2,000

Non - Optimised

Optimised

Total Visits (000)

Definition: Total Visits The total number of times during a report period that a unique person accessed content within the website, category, channel, with at least a 30 minute (or greater) break in between access times

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 9: Mobile site optimisation study

Minutes

iabuk.net/contact

Page 10: Mobile site optimisation study

There are 580% more total minutes spent on optimised sites

584

3,970

0 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

Non - optimised Optimised

Tota

l Min

utes

(000

)

Definition: Total Minutes The total number of (usage) minutes spent by visitors on the website during the report month.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 11: Mobile site optimisation study

There are 50% more minutes spent per usage day on optimised sites

2.00

3.00

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

Non - optimised Optimised

Aver

age

Min

utes

per

Usa

ge D

ay

Definition: Average Minutes per Usage Day The average number of minutes spent on the website during a day, per visitor. Average Minutes per

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 12: Mobile site optimisation study

The average minutes per visitor increased by 2 minutes on optimised sites

3

5

0

1

2

3

4

5

6

Non - optimised Optimised

Aver

age

Min

utes

per

Vis

itor

Definition: Average Minutes per Visitor The average number of minutes spent on the website during the month, per visitor.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 13: Mobile site optimisation study

Pages

iabuk.net/contact

Page 14: Mobile site optimisation study

There are 360% more total pages viewed on optimised sites

2,480

11,416

0

2,000

4,000

6,000

8,000

10,000

12,000

Non-optimised Optimised

Tota

l Pag

es V

iew

ed (0

00)

Definition: Total Pages Viewed (000) The total number of pages viewed at the website during the report month.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 15: Mobile site optimisation study

There are 33% more average pages per usage day viewed on optimised sites

12

9

0 2 4 6 8 10 12 14

Optimised

Non-optimised

Average Pages per Usage Day

Definition: Average Pages per Usage Day The average number of different pages viewed per day by those visiting the website.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 16: Mobile site optimisation study

There are 33% more average pages per visitor on optimised sites

12

19

0 2 4 6 8

10 12 14 16 18 20

Non - optimised Optimised

Aver

age

Pag

es p

er V

isito

r

Definition: Average Pages per Visitor The average number of pages viewed during a month by persons visiting the website.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Page 17: Mobile site optimisation study

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 sites

summary

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore