Crisp Wireless Index – June 2008
Summary:
Mobile web usage has grown significantly in the last quarter, demonstrated by a 24 percent increase in traffic across mobile web sites in the Crisp Mobile Publisher Network that are represented in the Crisp Wireless Index. While the narrow majority of traffic is still driven from carrier decks, off deck traffic is gaining ground. What may surprise some is that very little traffic, only 7.51 percent, is driven from search engines. Traffic driven by search trends higher within local properties, such as local newspapers and local TV.
Mobile web browsers spend more time and view more pages on sites in autos, men/sports, TV & entertainment, and online services. However, sites drawing the highest percentages of visits per unique, representing greater “stickiness,” are in women’s lifestyle, youth, and TV & entertainment.
Quick Stats and Trends:
- On sites with an optimized iPhone version, iPhone users generate 31% of the traffic.
- 29.5% of search engine traffic comes from users that searched on the property name )ie. USA Today, Elle, etc.).
- Visits per unique visitor increased 32% from Q4 2007 to Q1 2008 )1.37 Index average in Q4 to 2.02 Index average in Q1)
- Page views per visit decreased slightly from Q4 to Q1 )3.98 Index average in Q4 to 3.96 Index average in Q1)
- Percentage of traffic from search engines increased slightly from Q4 to Q1 )7.30% in Q4 to 7.51% in Q1)
- Total traffic in the Crisp Wireless Index increased by 24% between Q4 2007 and Q1 2008
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