Including mobile audience counts into a web property’s total audience makes a significant difference to reach and rankings, according to comScore, which yesterday launched its Media Metrix® Multi-Platform, designed to provide unduplicated accounting that incorporates smartphone and tablet audiences. Among the top 50 properties, 9 saw incremental reach of at least 50% above the desktop-only reach last month when accounting for mobile audiences, with Twitter (+54%) and Pinterest (+53%) among those properties. By comparison, Facebook’s incremental reach was 20% and LinkedIn’s 18%. Twitter has cropped up a couple of times recently when considering mobile audiences. Earlier this month, Experian revealed that it was among the top 10 most-visited mobile sites during the week ending in February 23. Last month, Twitter released its own data on “primary mobile users,” indicating that they are 86% more likely than average to visit the site several times a day. Despite Twitter’s reach seeing a significant boost from inclusion of its mobile-only audience, it did not benefit as much as others. Groupon (+223%), Zynga (+211%) and Pandora (+183%) all saw triple-digit percentage gains from mobile.
Other Findings:
- While including mobile-only reach into the total audience count did not change the constitution of the top 10 considerably, Apple did move into the 8th spot, whereas it would have been in 12th spot if using only desktop counts.
- The average property in the top 100 saw an audience size increase of 38% when figuring mobile-only unique visitors and viewers into the equation, and 19 saw an extended reach of at least 50%.
