Mobile Extends Internet's Reach

The top Web sites receive an average of 13 percent additional traffic from mobile users over personal computer traffic from home. That's according to "TotalWeb," a report from Nielsen that integrates data from Nielsen Mobile and Nielsen Online.

In the United States, 87 million subscribe to mobile Internet services. Of those, 13.7 percent actively use the mobile Internet each month.

Usage of the mobile Internet causes a lift, or uptake in traffic, for certain categories of Web sites. Of more than 200 top sites ranked by Nielsen, the average pick up is 13 percent.

Here's a breakdown of the affect attributed to mobile visitors in each category, and the average percent lift:

• Weather: 22 percent.
• Entertainment: 22 percent.
• Games: 22 percent.
• Music: 15 percent.
• E-mail: 11 percent.
• Sports: 10 percent.
• Business/Finance: 4 percent.
• Social networking: 3 percent.
• Search: 2 percent.
• Shopping/Auctions: 1 percent.

Shopping sites are likely to have duplicated audiences, and therefore a lower lift.

Nielsen collects data through a panel of online and mobile users.