COMPARING MOBILE AND PC-BASED INTERNET USAGE

December 3, 2006

Telephia and ComScore Networks announced the launch of a joint service that compares and combines Internet usage data from the two firms. MobileWeb Metrix is designed to provide media companies, advertisers, and agencies with a detailed comparison of audiences who view Internet content using PCs and mobile phones.

“We are thrilled to bring together our companies’ resources and expertise to deliver an important new measurement capability to our clients,” said Sid Gorham , President and CEO, Telephia. “Robust measurement is the key to making the mobile Web successful with consumers and advertisers. By working together, Telephia and comScore have delivered an important piece of this new media measurement toolkit.”

 

“As Internet usage continues to spread across multiple access devices, we’re delighted to provide our clients with an integrated, cross-platform view of consumer behavior,” said Gian Fulgoni, Chairman, comScore Networks. “We are excited to be working with Telephia to deliver a detailed comparison of the mobile and PC Internet audiences.”

 

Weather Brands Establish Stronger Reach via Mobile ; Search Brands Still Offer Stronger Reach on PCs

According to inaugural results from the MobileWeb Metrix service, The Weather Channel, Yahoo! Weather and AccuWeather achieved mobile reach that outpaced their PC reach. All three sites had mobile-to-PC reach index scores above 120, pointing to significantly stronger reach among mobile Web users than among PC Web users (see Table 1). With an index of 190, ESPN also has stronger reach among mobile Web users. By comparison, Google Search and Yahoo! Search have index scores of 23 and 25, respectively, indicating that their reach is higher among PC Web users, compared to mobile users. Among the four leading Web e-mail applications –Yahoo! Mail, MSN Hotmail, Gmail and AOL Mail – only Gmail over indexed on mobile reach.

 

“The first results from MobileWeb Metrix highlight the value of evaluating a Web property’s performance among both the mobile and the PC audiences,” said Kanishka Agarwal , VP of New Products, Telephia. “This type of analysis will allow mobile media companies to better target their investments in promotion, content, and user experience improvements.”

 

Top Web Sites Ranked by Mobile-to-PC Reach Index ( U.S. )

September 2006

Source: MobileWeb Metrix, a service of Telephia and comScore Networks

Web site

% Mobile Reach

% PC Reach

Index*

1. AccuWeather

7.5

1.7

435

2. ESPN

17.9

9.4

190

3. The Weather Channel (Weather.com)

22.1

12.7

174

4. Yahoo! Weather

9.0

5.7

157

5. Gmail

6.7

5.6

119

6. CitySearch

7.8

7.3

107

7. CNN

11.5

14.1

82

8. Yahoo! Games

9.3

12.0

78

9. Yahoo! Mail

29.4

44.4

66

10. Yahoo! Driving Directions

7.2

11.6

62

11. MSN Hotmail

15.3

26.6

57

12. AOL Mail

13.7

24.0

57

13. MapQuest

13.2

27.8

48

14. Yahoo! Search

11.1

43.8

25

15. Google Search

13.0

56.7

23

*Note: Mobile-to-PC Reach Index for a Web site is defined as the site’s reach among mobile Web users divided by its reach among PC-based Internet users.

One Response to “COMPARING MOBILE AND PC-BASED INTERNET USAGE”

  1. Syed Shani Says:

    A very Nice Website Ive seen Uptill. Excellent post. Keep it up! Good day!


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