According to Nielsen Mobile the adoption of the mobile web has reached a critical mass. Nielsen says that, as of May 2008, 15.6 percent of mobile subscribers in the US make regular use of the mobile Internet on their devices, totaling some 40 million subscribers. This is just a subset of the 95 million US mobile subscribers who pay for access to the mobile Internet (through data plans or some other setup) but don’t use it quite so regularly.
Despite such a surge in mobile internet usage business are lacking in measuring the mobile traffic. A recent survey by Omniture found that 71% of businesses are not measuring mobile traffic to their sites. It also found that 50 percent of businesses do not even know how many unique users landing on their sites originate from a mobile device.
Measuring Mobile internet traffic, also called “Mobile Analytics” is not easy, we are still dealing with the accuracy issues with web analytics and now Mobile analytics provides its own set of unique challenges.
Judah Philips in his post on Metrics insider covers a comprehensive list of challenges that Mobile Analytics faces.
Some of the key challenges he lists are
- Unique visitor identification – due to lack of cookie support and the changing of IP addresses it is a challenge to uniquely identify a user.
- Traffic source detection – Determining the source of traffic, such as search, email, direct entry, RSS feeds, and marketing campaigns can be challenging in the mobile space.
- Geographic identification – Where are the visitors viewing your site coming from? But not all devices enable geographic detection because the gateway’s IP address is used, not a GPS signal.
Mobile Analytics Solutions
A lot of Mobile Analytics solutions have sprung up in past year or so and more are coming up (See my prediction for 2008). Some of the established web analytics vendors are also now offering Mobile Analytics solutions. These solutions widely differ in their technology, process and capabilities. Which solution will work for you will depend on your needs (In future I might compare some of these vendors on this blog, but meanwhile if you would like help in evaluating a solution you can email me at batraonline at gmail.com). Below is the list of current mobile analytics vendors that I am aware of.
Other Resources you might be interested in
- The challenge of mobile analytics – Part 1
- The Challenge of Mobile Web Analytics
- Mobile Analytics: Omniture and Bango
- Gartner Says Worldwide Mobile Advertising Revenue to Surpass $2.7 Billion in 2008
Did I miss any tool/solution? Email me at batraonline at gmail.com
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