ABCi Releases First Mobile Media Audit, Finds Sizeable Audience For OC Register
ABC Interactive has released its first standalone audit of a mobile media publisher. The report, dubbed an "m.Audit," is for the mobile editions of the The Orange County Register, and purports to verify the key metrics covering how the newspapers app and mobile websites deliver. According to the report, m.OCRegister.com averaged more than 4.5 million total monthly page impressions during the period measured (July to September 2011), and the paper's mobile app had an additional 2 million stories read monthly.
To audit the Register's app, ABCi reviewed the systems and processes of FreeRange 360, the mobile publishing vendor that manages the Register’s news app. ABCi then audited the traffic log files to verify key usage metrics across multiple operating platforms, including Apple’s iOS and Android.
On average, the audit showed more than 676,000 unique browsers accessed the m.ocregister.com mobile website each month, and seven pages were accessed per unique browser. Nearly 26,000 unique devices accessed the news app per month, and 79 stories were read per device. Apple iPhones were most often used to access the app, while Android devices and iPhones generated the majority of activity for the mobile sites.