Marketing Pilgrim

M:Metrics – consumer consumption yardstick – has released the April 2007 rankings (based on Percentage of Active Reach) of the top mobile Web destinations (aggregated across company owned domains) among Smartphone users in the US…

• Google (62.48 percent)
• Yahoo (33.54 percent)
• Microsoft (33.36 percent)
• AT&T* (21.22 percent)
• Time Warner (19.06 percent)
• Disney (17.00 percent)
• MySpace/FOX – News Corp (15.54 percent)
• Sprint Nextel* (15.29 percent)
• Weather Channel (15.28 percent)
• eBay (14.19 percent)

and in the UK…

• Google (30.94 percent)
• Orange (21.68 percent)
• BBC (20.90 percent)
• Microsoft (17.75 percent)
• Vodafone* (16.79 percent)
• eBay (13.08 percent)
• O2* (12.77 percent)
• 3* (12.67 percent)
• Yahoo (10.97 percent)
• T-Mobile* (10.71 percent)

* mobile operators

Using patent-pending technology; M:Metrics monitored messaging, browsing, application and media usage of a proprietary panel of metered Smartphone owners – commenting that owners of these devices consume mobile Web content at up to six times the rate of other handset users.

Smartphone usage is driving the emerging mobile Web… understanding [owners] behavior is key to understanding how to best monetize
the mobile medium

It seems to me that consumers [and I'm one of them!] have become so accustomed to the lightweight user interface of Google that (almost subconsciously – but probably with reason) we have made Google our mobile homepage.

Source: M:Metrics’ MeterDirect Syndicated Measurement Service based on ‘in-tab’ panel sizes of approximately 500 panelists in the United States and 600 panelists in the United Kingdom.

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