Most Popular Mobile Web Activity

Casey BartoConsumers use their mobile devices for a variety of things: updating social networks, communicating with friends, searching for the latest deals. But data from Nielsen reveals consumers are doing something more traditional on their mobile devices: checking email.
In fact, if all the time spent on the mobile Web during the month of June was condensed into an hour, mobile users would have spent 25 minutes checking their email, according to Nielsen, which makes email the most popular mobile web activity. Visiting portals and checking social networks and blogs follow behind clocking in with seven and six minutes, respectively.

Marketers can easily leverage this new information by seeking out software that includes mobile analytics along with email and Web site analytics.

As Josh mentioned in a previous post, having mobile analytics available easily allows marketers to see how many people are opening their emails on a mobile device (and on what kind of device.)

Using software that includes mobile analytics along with email and Web site analytics for his marketing campaigns, Josh discovered some shocking statistics, and was able to quickly adjust the campaigns to improve performance and experience.

Check out what he learned here, and check out more useful mobile Web stats and predictions here.

Stay tuned to The Lunch Pail for more mobile analytics success stories and the importance of including mobile, email, and Web analytics in your direct digital marketing strategy.

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2 Comments

  1. dan
    Posted August 18, 2010 at 5:36 pm | Permalink

    Strange you didn’t include SMS (or combined SMS/IM), since it is listed by most everyone as the most time consuming mobile activity?

    If eMail is right behind, then, clearly, mobile devices are INCREASINGLY for text-based communication, despite all the glamour and hoopla around Apps and Mobile web.

    • Casey Barto
      Posted August 27, 2010 at 10:17 am | Permalink

      Interesting points, Dan.

      SMS is the most widely used mobile tactic (behind voice.) Focusing on the mobile Web, however, it appears that checking email is the most popular activity.

      Consumers depend on their mobile devices for a variety of things from text-based communication to getting quick bits of information via the mobile Web and apps. It’s important to keep in mind that while text-based communication is popular, the mobile Web and apps provide experiences and information that consumers can’t get from a text message.


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