The Top ten mobile sites (official(ish)!)


The GSMA and comScore, in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, announced the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a census-level solution for mobile media reporting. Taking irreversibly “anonymised” mobile Internet usage data from all five UK mobile operators, the service will provide comprehensive insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.

The GSMA Mobile Media Metrics service is based on anonymised, census-level data for mobile Internet usage across mobile networks, which is augmented with demographic data that has been collected with the consent of a representative sample of mobile Internet users. The Mobile Media Metrics service provides a rich, aggregated view of mobile Internet usage behaviour, enabling market-level analysis of site visitation and engagement metrics, such as page views, time spent on specific sites, and device types and features.

Based on pre-production data**, 16 million people in the UK accessed the Internet from their mobile phones in December 2009, viewing a combined total of 6.7 billion pages and spending an aggregate of 4.8 billion minutes online during the month. The top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online on mobiles during the month.

Top 10 UK Mobile Internet Sites Dec-2009* Source: GSMA Mobile Media Metrics
Total Unique Visitors (000) Total Pages Viewed (000) Total Minutes (000)
Total Mobile Internet Audience 15,947 Total Mobile Internet Audience 6,659,428 Total Mobile Internet Audience 4,792,411 4,986 2,635,771 2,156,886
Google Sites 4,567 Google Sites 894,273 Google Sites 395,576
Telefonica Mobile Networks 3,731 Orange Sites 252,294 Microsoft Sites 165,725
Orange Sites 3,553 Apple Inc. 177,648 Orange Sites 138,529
Vodafone Group 3,310 AOL (inc. Bebo) 158,988 AOL (inc. Bebo) 106,446
Yahoo! Sites 1,995 Vodafone Group 135,003 Apple Inc. 104,118
BBC Sites 1,851 BBC Sites 104,303 Vodafone Group 89,126
Microsoft Sites 1,639 Microsoft Sites 103,566 BBC Sites 83,614
Apple Inc. 1,525 eBay 95,662 Flirtomatic 54,503
Nokia 1,147 Flirtomatic 92,654 Yahoo! Sites 48,685

Mobile Internet usage is accelerating, driven largely by the rise of smartphone devices, which are now used by one fifth of the total UK mobile subscriber base, according to comScore’s MobiLens survey. Significantly, while smartphone users represent just 29 per cent of the UK total mobile Internet audience, they accounted for 47 per cent of total page views, and 51 per cent of the total time spent online in December 2009.

**As the operators ramp up to full delivery of anonymised data to comScore, the MMM database has been populated with a subset of December data – “pre-production data” – from three operators.  Pre-production data for January from four operators will be delivered later in February 2010, and we anticipate delivery of full production data from all five operators early in Q2 2010.

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