Saturday, April 8, 2006

WAP Browsing Statistics - UK

Mobile Marketing & SPAM: WAP Browsing Statistics - UK: Thursday, April 06, 2006 WAP Browsing Statistics - UK According to, mobile Internet usage is definitely on the rise with some absolutely crazy figures – like 1.3 billion page impressions per month in the UK in December 2005. Now I’m personally a bit sceptical of numbers like these as they are given largely out of context. What I’d be interested in is a first level separation between traffic from mobile browsing – and traffic from content downloads. It turns out that most all digital content these days is delivered via WAP Push and that the average content download is the result of at least 2 WAP page impressions. If 100% of the traffic was content downloads we could expect 650M content downloads. At an average value of £1.50 per download that’s revenue of £975M per month. That doesn't sound unreasonable - but it doesn't leave much WAP traffic for regular content browsing. One of the biggest content feeds for mobile operator O2 is their sports content. Sporting content has been drawing an average of 17-18M page impressions per month across 1.8M unique users. O2 is currently generating between 800-900M page impressions per month (Compared with nearly 1B WAP page impressions per month when browsing was free) from there 14M subscribers. The average sports content consumer accesses 10 WAP pages per month. So - what do you think? Does the average user check their phone once or twice per month for sport content? And how many of those 1.8M users are constant and how many change every month? By that I mean - How many get discouraged after having used the service only once and as a result they never come back again? Let's do the maths... Assumptions: 20% of consumers have accessed the mobile internetSo 20% of O2's 14M consumers is 2.8M subscribers2.8M subscribers access 20 pages per month or 56M WAP Page impressions56M WAP Page impressions of the 900M total page impressions leaves 844M pages for content downloads or 422M pieces of content. (Assuming 2 WAP page impressions per download )Nobody wants to talk about these numbers - and I'm sure there is a good reason wny. But if you can shed some light on these assumptions and point out where I'm on target - or completely off base - then please either leave me a comment or drop me a mail. I believe the information is out there - if we can just get everyone to contribute their piece of the puzzle.And yes - there will always be Lies, Damn Lies and Statistics! posted by Troy Norcross at 3:22 PM

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