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Mobile internet extends the audience reach of leading website categories by an average of 13 percent over home PC traffic alone - and for some categories, such as weather and entertainment, the extended reach is significantly greater, according to Nielsen (via MarketingCharts).
Weather sites get a strong lift from mobile (see table) - that is, a significant number access the sites over their phone but not over their home PC. Shopping sites, however, have a mostly duplicated audience - that is, mobile users who access shopping sites on their phone likely also do so over their home PC).
AccuWeather.com, for example, received a 43 percent audience lift from mobile internet users, Nielsen said.
According to Nielsen, 87 million U.S. mobile users subscribe to mobile internet services, and more than one in ten mobile subscribers (13.7 percent) actively uses mobile internet each month.
“The data demonstrate that the mobile internet can not only increase the frequency of visits to a website, but also grow the overall size of the pie,” said Jeff Herrmann, vp of Mobile Media, Nielsen Mobile. “Publishers can now monetize their total cross-platform audience, and advertisers will better understand the efficiency and incremental value of mobile web traffic.”
The cross-platform insights come from TotalWeb, a new report from Nielsen that integrates data from Nielsen Mobile and Nielsen Online to show the unduplicated, unique audience for 200+ leading Internet sites across the PC and mobile internet space.
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