Mobile-only web traffic is growing extraordinarily fast. Many leading web publishers feel the growth, as consumers increasingly access website content from both desktops and mobile devices.
According to a new comScore report, mobile-only web traffic comprises at least 20% of the publisher’s total digital audience. What is critically important about this growing trend is that common desktop display advertising won’t be delivered to these mobile-only visitors. Their number in now the tens of millions.
| Top U.S. Properties by Mobile-Only Audience |
Total Digital Population |
Mobile-Only Visitors |
Mobile-Only Visitors as a % of Total |
|
| 1 |
Apple Inc. | 132,324 |
65,360 |
49% |
| 2 |
Pandora.com | 80,343 |
58,712 |
73% |
| 3 |
Amazon Sites | 167,954 |
52,866 |
31% |
| 4 |
191,243 |
46,123 |
24% |
|
| 5 |
Turner Digital | 120,568 |
40,576 |
34% |
| 6 |
Wikimedia Foundation Sites | 112,832 |
38,513 |
34% |
| 7 |
AOL, Inc. | 168,670 |
34,830 |
21% |
| 8 |
Glam Media | 124,070 |
34,652 |
28% |
| 9 |
Weather Company, The | 103,801 |
33,835 |
33% |
| 10 |
BuzzFeed.com | 61,767 |
33,196 |
54%
|
Using comScore MMX Multi-Platform, the top digital media properties were analyzed in terms of their Mobile-Only Audience. These are visitors that never viewed the property from a desktop.
About the above image: Mobile only visitors to Amazon by age.