Initial Mobile Media Metrics (MMM) data from three operators shows 16m unique users viewed 6.7bn pages, spending 4.8bn minutes online during December.
This number will grow following the addition of data from T-Mobile and 3 within weeks.
The top ten sites browsed accounted for 70% of total page views and time spent online via mobile. Facebook was the most popular site with almost 5m unique users, ahead of Google with 4.57m visitors. O2, Orange and Vodafone portals followed, ahead of Yahoo, the BBC and Microsoft.
Mobile domains owned by Apple and Nokia made up the remainder of the top ten sites.
Facebook also claimed the lion’s share of total page views, with 2.64bn in December, beating Google into second place with 894.3m page views. Bebo, Ebay and Flirtomatic also appeared in the top ten sites with the highest page views.
Facebook saw the most amount of time spent on its mobile site in December, accounting for 2.16bn minutes during the month, with Google again second, claiming 395.6m minutes.
The figures were released as the GSMA unveiled its long-awaited census data today, offering advertisers and publishers information about mobile internet traffic directly from operator logs for the first time (nma 4 February 2010).
Shaun Gregory, MD of O2 Media, said, “Media planners and buyers have been crying out for more accountability, efficiency and targeted opportunities in mobile. The launch of MMM will help to provide accurate and targeted measurement and we fully support this. Such data is crucial to realising the full potential of mobile to deliver highly personalised brand communications to customers.”
Bob Wootton, ISBA director of media and advertising, said, “What advertisers are looking to do is understand how many people of what kind are engaging with this medium and how deeply, and they tailor their expenditure and their budgets to that data. Mobile Media Metrics promises to give advertisers exactly that.
This story first appeared on newmediaage.co.uk