Mobile Web Visitors Spike With Teens and Seniors
While men continue to make up a larger portion of mobile Web users versus women, comprising 53% of the audience in July, the growth of female visitors outpaced the growth of male visitors during the month, with women increasing 43% YOY as compared to a 26% growth among men.
Chris Quick, client services manager, mobile media, notes "... men were early-adopters of the mobile Web... (but) women are quickly embracing the benefits as ‘connected consumers,' tapping the convenience of Web access on mobile phones to network, browse the latest shopping deals and get ideas for dinner, all while on the go."
| Mobile Web Audience Profile | ||
| Audience | % Composition July '09 | YOY Growth % |
| Female | 47% | 43% |
| Male | 53 | 26 |
| Age Groups |
|
|
| 13-17 | 12 | 45 |
| 18-24 | 11 | 13 |
| 25-34 | 28 | 40 |
| 35-54 | 38 | 31 |
| 55-64 | 9 | 37 |
| 65+ | 3 | 67 |
| Source: The Nielsen Company, September 2009 | ||
From celebrity news to shopping, mobile Web usage by women traversed a variety of subjects and actions in July, including online shopping and social networking. Women were 1.4 times more likely to visit People.com and use AT&T search via a mobile Web device in July.
| Top 10 Mobile Web Sites Among Women (July 2009, U.S.) | ||||
| Rank | Site | % Unique Audience Composition | Composition Index By Unique Audience | Unique Audience (000) |
| 1 | People | 68% | 143 | 1,146 |
| 2 | AT&T Search | 68 | 142 | 564 |
| 3 | Horoscope.com | 66 | 138 | 558 |
| 4 | Target | 63 | 133 | 678 |
| 5 | MySpace.com | 58 | 121 | 4,116 |
| 6 | Kraft Foods | 58 | 121 | 438 |
| 7 | T-Mobile | 56 | 118 | 1,522 |
| 8 | AOL Search | 56 | 119 | 747 |
| 9 | | 55 | 117 | 8,171 |
| 10 | Sprint News | 55 | 116 | 630 |
| Source: The Nielsen Company | ||||
In July, men's mobile Web interests centered on news, sports and online games. Men were 1.8 times more likely to visit Gizmodo - the technology news site - via a mobile phone, making it the No. 1 Web site visited by men on their mobile devices in July in terms of unique audience composition.
| Top 10 Mobile Web Sites Among Men (July 2009, U.S.) | ||||
| Rank | Site | % Unique Audience Composition | Composition Index By Unique Audience | Unique Audience (000) |
| 1 | Gizmodo | 95% | 180 | 826 |
| 2 | Maxim | 94 | 179 | 566 |
| 3 | NBA | 91 | 172 | 1,214 |
| 4 | IGN | 91 | 173 | 916 |
| 5 | NFL | 89 | 168 | 1,819 |
| 6 | Drudge Report | 89 | 168 | 626 |
| 7 | Business Week | 88 | 167 | 536 |
| 8 | CNET | 86 | 162 | 1,759 |
| 9 | CBS Sports | 86 | 163 | 1,162 |
| 10 | Wired | 86 | 162 | 523 |
| Source: The Nielsen Company | ||||
Teen usage of mobile phones focuses heavily on texting, both sending and receiving. In Q2 2009, the top-ranked mobile activity for teens was messaging, with 84% of teens sending a text message and 55% of teens sending a picture message.
| Top 10 Teen Mobile Media Usage (% of Teens 13-17) | |
| Media | % of Teens Using |
| Text messaging | 84% |
| Picture messaging/MMS | 55 |
| Ringtone downloads | 44 |
| Instant messaging | 42 |
| Picture downloads | 35 |
| Wallpaper/screensavers | 32 |
| | 30 |
| Text alerts | 30 |
| Content uploads | 27 |
| Game downloads | 21 |
| Source: The Nielsen Company, September 2009 | |
For more information from the NielsenWire, please visit here.
JACK LOECHNER
Center for Media Research
Recent Research Brief Articles
-
One For The Money, Two For The... May 21, 6:15 a.m.
According to a new survey by PunchTab, 81% of moms will engage more with a brand ...
-
SMBs Bullish(er) For 2013 May 20, 6:15 a.m.
According to the recent Business Confidence Survey by Insperity, small business owners are showing a willingness ...
-
Optimize Format For Effective Multi-Media Viewing May 17, 6:15 a.m.
According to a new report from Brand Perfect, considering global publishing for a digital generation, sales ...
-
High Entertainment Spenders Account For 70% Of Home Entertainment May 16, 6:15 a.m.
According to Nielsen’s U.S. Entertainment Consumer Report, consumers in households earning an average annual income of ...
-
Travel Pumps The U.S. Economy May 15, 6:15 a.m.
According to a recent report from Roger Dow, President of the U.S. Travel Association, on how ...
-
Smartphones and Tablets, Though Mobile, Require Separate Ad Approach May 14, 6:15 a.m.
According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers ...
-
U.S. Still Largest Digital Out-of-Home Market; China Chases May 13, 6:14 a.m.
According to a new report from PQ Media, the Global Digital Out-of-Home Media Forecast 2013-17, global ...
-
Online Event Attendance Trending Up; Chat and Moderators Popular May 10, 6:15 a.m.
A new report conducted by the Virtual Edge Institute, commissioned by Freeman, shows that attendees are ...
-
Mobile Devices Make Anywhere a Workplace for SMBs May 9, 6:15 a.m.
According to the results of The Sage SMB Survey on Mobile Devices, laptops (80%) and smartphones ...
-
Targeted Or Random; How Do You Like Your Ads? May 8, 9 a.m.
According to a new study by Zogby Analytics for the Digital Advertising Alliance, 40.5% of respondents ...
Be the first to comment on "Mobile Web Visitors Spike With Teens and Seniors"
Leave a Comment