BREAKING NEWS & VIEWS
Hearst Claims Nearly 2000% Increase in Mobile Traffic In A Year
Monday, June 18, 2012
It is not surprising but still worth underscoring how much of an effect being mobile-friendly has on user behavior. While most smartphones can access the full Web site within their browsers, mobilized visitors clearly prefer and return to sites that are optimized for the device. Hearst found that among the ten mobile-optimized Web site launches it measured, on average they saw a 74% increase in mobile page views in just the first month the new sites were available. For marquee brands Seventeen, Redbook and Popular Mechanics, mobile activity was up 100% or more just a month into their mobile site’s launch.
One of the big mysteries around mobility is consumer trust and commitment to buying on these devices. Other recent research has shown that compared to Web e-commerce, mobile m-commerce still struggled against user fears regarding security. Hearst’s metrics suggest that consumers are willing to buy directly from brands they already trust, however. The company says that 14% of magazine subscriptions purchased from the Internet in April 2012 were from mobile devices.
As other research suggests, when it comes to mobile content consumption Apple’s iOS still rules. More than two thirds (71%) of mobile traffic to Hearst properties is coming from an Apple device, with only 25% from Android. As Hearst Digital Media VP and general manager Grant Whitmore demonstrated at the recent min Digital Summit Hearst revamled its sites to optimize for multiple platforms and is using an HTML5 code base to help the site also work well on tablets. It appears to be paying off. Hearst says that 42% of the mobile traffic to House Beautiful now comes from iPads. Whitmore explained at the summit that Hearst launched 20 mobile sites in 6 months. He says that mobile traffic is expected to account for 35% to 45% of all traffic by the end of this year.
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