Nucleus Study Finds 'Stunning' Growth in Mobile Browsing

Have you ever heard of this from the people around you at least once that, mobile phones are slowly replacing the use of other electrical devices, such as PC? It's no longer something new, and yet surveys have been proving the statement is right. In another way, people like you and me are attaching with the mobile phones much more frequent. As such, isn't it a better way for us to communicate with our target groups?

“Stunning” growth in mobile web browsing in the six months since August 2011 has raised the prospect we are seeing the beginning of the end of the PC era.

The study, carried out by London-based web agency Nucleus, found while overall mobile web browsing was up 72%, the picture was not equal across all platforms.

However, the clear growth of mobile and the inroads Apple’s iPad has made into PC market share suggest a significant shift away from browsing on traditional computer consoles.

The report - the second six monthly analysis of the mobile sector by Nucleus - states: “Our latest study into mobile web browsing documents rapid growth and suggests much more to come.

“Between August 2011 and January 2012, some websites in our sample have seen a doubling of mobile traffic with several now registering over 20% mobile penetration. Our top site generated 24.2% from tablets and smartphones.”

The study took data from 10 UK and global travel websites from mass-market to luxury and comprised 2.75 million unique visitor samples. The key findings were:

Mobile web browsing grew 72% in the past six months to an average 17.4% of all traffic surveyed
iOS devices dominated with an average 85.6% share of mobile browsing devices
The iPad has made dramatic inroads into PC territory, adding 12% to its mobile share
Android has dropped in total share
BlackBerry has experienced a melt-down, and Windows is yet to make a mark
Luxury sites show highest mobile penetration

The Nucleus report said one “glimpse of light” for Google’s Android operating system was that it performs better for mass market websites “indicating more demographic strength in price-sensitive markets”.

It adds that Blackberry browsing has “virtually fallen off the chart” concluding that despite the device’s continuing popularity, it is not being used to browse the web. Of the main devices the iPad was the only one to have increased its mobile market share since last August.

Nucleus said, with shipments of tablet computers forecast to grow from 72 million to 383 million by 2017, overtaking PC shipments, retailers cannot ignore mobile devices.

“Providing mobile-friendly web browsing brand experiences is key, especially in the travel and ecommerce sectors, where online conversion is vital for business.

“Smartphone-friendly websites will also be a requirement for many brands, whether mobile-optimised or stand-alone mobile sites with stripped-down content and functionality and smartphone-friendly navigation.”

Source: By Lee Hayhurst on 7th February 2012

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