Facebook Dominates U.K. Mobile Internet Use

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

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