Report from MoFuse: State of the Mobile Web

MoFuse, a global leader in mobile web content management, just released its State of the Mobile Web Report. The report reviews mobile browsing activity across many different types of mobile sites, with a focus on mobile web audiences for small-and-medium size businesses (SMBs). The report is an effort to help organizations understand how, and when, to best reach their customers via mobile.

One of the major findings in the report highlights that the number of pages viewed per visit is highly dependent on the type of site. Mobile users spend the most time on sites for certain industries, including government, television, and publishing, where site page visits average well above ten pages per visit. They visit the fewest pages on small or local business sites, at an average of three pages.

“The fact that mobile web users go to an average of only three pages per visit to small or local business sites further reinforces the need to optimize content,” said Annette Tonti, CEO of MoFuse. “Small businesses can’t just take their desktop content and make it accessible via mobile, but rather need to think through what content mobile users need and make it visible within three taps.”

The report also found that a whopping 80 percent of small business mobile sites utilize click-to-call functionality to create an immediate call-to-action.

Other highlights in the report include:

•Average page views per visit to a mobile website have increased slightly in the past year to four.

•People spend the most time browsing the mobile web from 5-8 p.m., with steady traffic from 12 p.m.-12 a.m.

•Weekday traffic outpaces weekends during the most popular dayparts of 12-5 p.m., 5-8 p.m., and 8 p.m.-12 a.m. However, people spend more time on the mobile web on weekends from 8 a.m.-12 p.m. and 12 a.m.-4 a.m.

•Restaurant traffic spikes from 5-8 p.m. and retail is busiest from 12-8 p.m.