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Mobile internet usage patterns

February 4th, 2011 by Talya

We all know that more and more people are accessing the internet via their mobile devices, but marketers are now scrambling to find out the exact details of mobile internet usage. According to an article in MobiAD, research firm GfK released some numbers recently that can give us more insight into the when and where of mobile web use (MobiAd).

Times of mobile internet usage

Peak times of mobile web usage is something we have briefly covered before, as Adfonic released their numbers showing that most mobile web traffic takes place between the hours of 6 p.m. and midnight. The second busiest time of day that they saw was early morning. It seems clear that many people are therefore likely online before leaving for work (checking the news, their Facebook accounts, email, and whatever else) and in the evenings after coming home.

The GfK study shows somewhat different times of internet usage. According to them, mobile internet traffic starts at roughly 5 a.m. and peaks at 4:30 p.m. These findings could be different based on their locations – the Adfonic study does not reveal the locations of the mobile traffic they were monitoring (at least from what we could tell), while GfK reported that their traffic research was done in three European countries (although we are not sure exactly which three). Regardless of the time discrepancy, it is clear that from early morning until late at night, there are a lot of people accessing the web via their mobiles at any given time.

What users are browsing

The research in this study shows that mobile web users are spending there time in quite a few different places. According to them, the average smart phone user visits 24 sites daily, and of the sites visited, the majority of those are traditional sites, not sites built specifically for the mobile web. Another element that we should not find surprising is that across the board, Facebook usage seemed to be a significant part of overall mobile users. They even mentioned that there is a high number of users who strictly access Facebook while accessing the web via their mobile (ok, so I admit, I would be one of these “Facebookies”).

As time goes by, there will surely be further studies to show us how people are using the mobile web. In the meantime, we know that more advertisers are (and should be!) putting more emphasis on mobile advertising, as the opportunities for marketing are huge.


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