Facebook Dominates U.K. Mobile Internet Use

  |  February 8, 2010   |  Comments

Social network accounts for 40 percent of page views from U.K. mobile devices.

Facebook accounted for almost 40 percent of page impressions from U.K. mobile devices during December, according to data from the GSM Association and comScore. The pair estimates that 31 percent of mobile Internet users accessed the social network during the month, ahead of Google with a 29 percent share of reach.

Despite numerous design updates and dedicated sites for a number of mobile devices, Facebook does not currently run ads on its mobile site in the U.K. or elsewhere, suggesting it could potentially be missing out on a significant revenue opportunity.

In total, the GSMA estimates 16 million people in the U.K. accessed the Internet from their mobile phones during December, viewing a combined total of 6.7 billion pages and spending an aggregate of 4.8 billion minutes online during the month. The top 10 sites accounted for 70 percent of both total pages viewed and total time spent online during that period.

The data marks the official launch of the association's http://www.clickz.com/3632817">Mobile Media Metrics product, designed to provide brands and agencies with more transparent audience metrics, and in turn drive an increase in mobile ad spending. "Irreversibly anonymized" user behavior data is contributed by five of the U.K.'s biggest network operators; O2, Vodafone, Orange, T-Mobile and 3UK. However, the December figures include data from just three of those parties, with input from the remaining two due to be factored in by May.

Top 10 UK Mobile Internet Sites Dec. 2009
Total Unique Visitors (000) Total Pages Viewed (000) Total Minutes (000)
Total Mobile Internet Audience 15,947 Total Mobile Internet Audience 6,659,428 Total Mobile Internet Audience 4,792,411
Facebook.com 4,986 Facebook.com 2,635,771 Facebook.com 2,156,886
Google Sites 4,567 Google Sites 894,273 Google Sites 395,576
Telefonica Mobile Networks 3,731 Orange Sites 252,294 Microsoft Sites 165,725
Orange Sites 3,553 Apple Inc. 177,648 Orange Sites 138,529
Vodafone Group 3,310 AOL (inc. Bebo) 158,988 AOL (inc. Bebo) 106,446
Yahoo! Sites 1,995 Vodafone Group 135,003 Apple Inc. 104,118
BBC Sites 1,851 BBC Sites 104,303 Vodafone Group 89,126
Microsoft Sites 1,639 Microsoft Sites 103,566 BBC Sites 83,614
Apple Inc. 1,525 eBay 95,662 Flirtomatic 54,503
Nokia 1,147 Flirtomatic 92,654 Yahoo! Sites 48,685
Source: GSMA Mobile Media Metrics

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...