Mobile Analytics shows iPhone gaining positions on device ranking

28 08 2009

With all the hype around the iPhone, we couldn’t help but wonder how many iPhones are accessing our mobile site. So we checked our Bango analytics package and had a look to the most popular devices accessing our mobile site since February. The data reveals the following:

Month iPhone position
February 5th
March 7th
April 5th
May 4th
June 4th
July 26th *
August (so far) 2nd

*we run a mobile campaign in June targeting everything but iPhones.

More and more mobile advertising networks have now specific targeting options aiming at iPhones. There are specific publisher groups so ads can be displayed on iPhone apps.

Taking all of this into consideration we have decided to create our own  iMobislim. Yes, you read it right. Our own iPhone specific site is on its way. Our wap master , Tom Thurston from Mobile Impossible is developing the site and this is what he has to say:

Bango analytics told us that iphone users were spending less time on pages, viewing less pages and were becoming an increasingly large proportion of our users. Tests found that due to O2 image transcoding, our iPhone users were seeing poor page presentation. So we decided to give our iPhone users cool ajax based slidey screens, some glossy iPhone icons, and we used png format instead of gifs and jpeg, which escape the dreaded transcoder. The site looks a lot cooler on iPhones now, almost like a native app – we’re hoping that our next analytics run will show an improvement in browsing stats for our iPhone users.
We also found out that even iPhones are going up in popularity the percentage of traffic that represent is not so high in absolute values. So don’t stop advertising to the rest of the handsets, because you will have not such a big market to engage with. Just fine tune your targeting capabilities and the creatives when advertising to iPhones. You can find out all the information about handsets by accessing our live Bango Analytics package and clicking on devices. To get more in depth data, filter the reports.

Millenial Media’s July SMART shows this same trend on their device highlights:

  • iPhone continued to dominate the top devices category with a 12.21% share, a 3.62% increase over June.
  • iPhone/iPod Touch impressions increased 29% across the network in July.
  • Apple continued to close the gap; however, Samsung remained the top device manufacturer in July.
  • Two new mobile devices entered the top 20 in July –the LG enV2 and the Samsung SCH-U410.

You want to have a preview of iMobislim? Check this out! Browse the whole site on http://iphone.mobislim.com/

iMobislim homepage iMobislim radish diet iMobislim registration

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iPhone: Not a top 20 handset for browsing and buying on the mobile web

1 04 2009

If you are thinking in focusing your mobile advertising just on the iPhone, keep reading!
Just in case, this is not an April Fool’s joke 🙂

According to statistics released on Monday by Bango, when it comes to the most popular phones for browsing and buying content on the mobile web worldwide, the iPhone sits outside the top 20. The Bango Top 20 handset list, based on Bango’s February statistics, puts the Nokia 3110c on top, followed by the Samsung M800 in 2nd and the Nokia 6300 in 3rd. The iPhone appears at 24th on the list.
This data represents the activities of major brands and businesses as their consumers browse to mobile websites (measured by Bango Analytics) and buy mobile content and services (as measured by Bango Payment).
The stats come from the month of February when 1.1 million unique visitors browsed to mobile websites as monitored by Bango’s Analytics service (customers include the Financial Times and MTV) and bought mobile content and services using Bango’s Payment service (customers include Thumbplay, Buongiorno, Gameloft, EA Games).
This sample size is certainly considerably larger than trials carried out by comScore and others. With global penetration of the iPhone at 1% according to Gartner, brands need to look beyond the iPhone to reach the mass market.

Let’s have a look at our site mobislim.wap.com and check the footprint that iPhones left on our Bango Analytics center:
January 0,44% of the devices that access our mobile site where iPhones, from a total of 614 devices and 25,040 page views.
February saw a 1.32% of iPhones from 313 devices and 5,738 pageviews (you can tell we didn’t run any campaigns…)
And March shows another increase with 1,41% of iPhones from 331 devices and 6,303 page views.

Check this out by yourself in our analytics center!

Putting this into context, as you probably know the iPhone browses “normal” site content but it doesn’t handle Flash, and you can’t follow links that lead to the download of content or files.   It can also be a pretty painful experience for large, complex sites – compare m.ft.com with ft.com and you get the picture.

For that reason, many sites are producing specially adapted sites for the iPhone. Look at how much better iphone.facebook.com is than facebook.com – in fact even Apple has an iPhone specific version of parts of apple.com.  So, we are seeing more and more businesses detecting the mobile Safari on their PC website and pushing them to the iPhone adapted site.
Personally, I have an iPhone and like many of my friends I think it’s really fun to use.  So what do think?  Does this make you re-appraise your mobile advertising plans?

If you want more analysis on this story read Ray Anderson’s post on blog.bango.com





Weight Watchers slimmed down their potential market to just 9%, Bango mobile analytics reports

25 11 2008

weightwatchers_blackberry3I have been looking for some nice content that I could publish in Mobislim to make my  upcoming mobile marketing campaigns more interesting, and I stumbled upon the weightwatchers’ mobile site.  This is for weight watchers subscribers, which happens to work only on Blackberries, Windows Mobiles and iPhones. You need a login and password, so I couldn’t see what was behind that first login screen.

A mobile site or mobile application that only works for these 3 types of mobile devices makes me put my mobile analytics hat and check what percentage of traffic is actually coming from these handsets. So I went to my Bango mobile analytics centre and exported a traffic report of the last three months of activity in Mobislim. I think this is an appropriate comparison as the Weight Watchers visitors are likely to be similar to the Mobislim visitors as they’d have the same interests in common.

From 18,526 page views 4,05% came from a Blackberry device, 3,54% from a Windows Mobile and 1,48% from an iPhone. That’s 9% in total.

I imagine that there is a reason why weight watchers chose only these 3 handsets and decided to leave aside a 91% of potential users. I wonder whether it’s worth while for them to do it this way…

On the other hand, if you are not a weight watcher customer you don’t have access to the site. I typed weight watcher into Google on my mobile (which is normal Nokia by  the way) and I got to http://weitchwatchers.co.uk, the same site that visitors get to from a PC but on my mobile. Even though it works quite well, they are not really adapting the content for mobile users. I wonder if they track how many people goes to the PC site from their mobiles and if they have any more plans for mobile and for more types of handsets too!

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