RESTON, Va. – Web measurement firm comScore has released its first Total Universe data set in beta, highlighting for the industry just how significant mobile use is becoming to marketers and consumers alike.
The Total Universe report was first released in April, and the newest data provided examples of how more and more social media and Internet radio companies – including big names like Pandora, Twitter, Facebook and Skype – are gaining customers via mobile use.
“To exclude the mobile media channel from Pandora’s audience is to ignore the majority of its audience,” Cameron Meierhoefer, executive vice president of analytics of comScore, wrote on the company’s blog. “And while Pandora may still be somewhat of an outlier case, the example highlights the extent to which mobile can drive traffic for certain brands – especially those whose value proposition largely relies on mobility, such as Internet radio. It’s also an indication of where the digital landscape is headed.”
Pandora’s total audience in April was 31.8 million users, with 13.4 million (42 percent) accessing the Internet radio service through mobile channels only, including mobile Web and apps. A greater number of people accessed Pandora via their phones or tablet devices (20.7 million) than those using their home or work computers (18.2 million), according to comScore.
comScore also cites news and media organizations as further examples of how mobile use is driving traffic toward social media sites.
“Some of the most commonly used media on mobile phones are E-mail and social networking, both of which are popular sources of link-sharing, which can drive significant click-through to news sites,” Meierhoefer said. “If we look only at mobile Web traffic (i.e., mobile browsing of traditional and mobile-optimized websites) as incremental to the existing home and work computer audience, we can see the level to which the mobile channel can attract additional users.”
The New York Times has an incremental reach of 2.3 percent for its mobile Web, which represents nearly 1 million individuals – an audience too large to ignore, comScore said. In addition, other leading newspapers like The Los Angeles Times, Washington Post, Wall Street Journal and Chicago Tribune have an even greater incremental reach at 6.7 percent, 4.9 percent, 5.5 percent and 5.2 percent, respectively.
“What these data suggest for publishers is that their total audiences are being shortchanged if they do not account for mobile audiences, which provide access to more eyeballs,” Meierfhoefer wrote. “In most cases today, that incremental reach may be less than 10 percent, which still should not be ignored.”
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