I recently executed an advertising campaign for a client that was using the new Google Analytics tracking for mobile websites and it recorded some interesting metrics.
The a large portion of our audience were iPhone users, and as expected they were the users that spent the most time on the site. However the other results illuminated the widening gap between iPhones and traditional mobile handsets. I have shared the table below for discussion:
The mobile site they were going to was quite a simple, but dynamic, information-based site. Subsequently one in two of all visitors revisited the site at least once in the campaign.
The most interesting aspect of this is the low-engaged users of Blackberry & Symbian (mainly Nokia handsets) who averaged 0:15 and 0:17 minutes respectively on the site. Short-attention span business people on Blackberry makes sense to me, but Nokias?
Takeout
I will probably wait another quarter to collect more of this information on other campaigns but with operating system (OS) targeting an option with most mobile advertising networks and carriers, it will be wise to exclude mobile handset users who are less-likely to be engaged on future mobile media buys.
* Note – the Android OS sample size was less than 0.05%.
