On Tuesday March 31st 2008 the AIMIA Mobile Measurement Committee (MMC) launched the first
Trend Report on the growth of traffic across mobile internetsites in Australia.The Trend Report reveals that in the period from September 08 to December 08 page views across mobile internet sites within Australia increased by 17.3%, reflecting a Compound Annual Growth Rate (CAGR) of 89.3%.
Amethon was a founding member of the MMC and was the only analytics vendor to contribute data on behalf of its clients.
CEO Michael Stone said, “Amethon Solutions is very pleased to be part of this important initiative and believe that our experience combined with the capabilities offered by our
Mobile Analytics solution has significant value to add to this and subsequent phases of the MMC activities."
Mobile Analytics is used by both mobile operators and mobile content publishers to better understand how consumers interact and engage with mobile internet sites. Unlike traditional web analytics solutions, Mobile Analytics is optimised to measure mobile web browsing and offers a number of key benefits including:
- The ability for mobile operators to report on both on-deck/portal as well as off-deck mobile sites
- Tracking and reporting of content downloads such as ringtones, wallpapers and videos
- Advanced filtering and aggregation capabilities for tracking and analysis of mobile advertising campaigns, seach engine marketing or affiliate referrals
Commenting on the contributed data, Michael Stone added, "We saw strong growth across its client base but there were a number of standout contributions. Browsing of mobile entertainment and download sites grew well above the average with sites offering ringtones, games, wallpapers and other downloads showing significant growth during the quarter. iPhones also drove traffic growth as more devices entered themarket and users increased their mobile browsing activity. For one particular site, iPhone traffic grew almost twice as fast as other handsets during the quarter, accounting for more than 50% of all traffic to that site during the month of December."