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|
|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|
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.