Quattro Wireless releases mobile web study

Sixty percent of U.S. mobile web traffic now originates via smartphones, according to mobile advertising network Quattro Wireless' first audience interaction tracking study. The study, which draws on data culled from the more than 100 premier mobile websites built, hosted and served by Quattro, tracks audience browsing patterns and post-click interaction levels with display advertising--according to Quattro, BlackBerry devices account for 48 percent of all U.S. smartphone traffic, while Apple's iPhone represents over 18 percent of smartphone traffic, which the report suggests is an indicator that smartphones are no longer the sole province of business travelers and power users.

The Quattro report also found that mobile web usage patterns extend across the average day, with time spent per session, page views per session and visits per month on a mobile website now roughly equivalent to session length, page views and monthly visits on the corresponding wired websites. In addition, post-click page views on the Quattro network average three pages per ad microsite visit, which the firm says reinforces the premise that mobile-optimized sites with premium content will create an engaged audience ready to explore interactive mobile ad messages. Movie-related advertising microsites consistently enjoy the highest page view totals.
"We wanted to demonstrate the viability of the mobile web as a platform for premium-brand display advertising," said Quattro CEO Andrew Miller in an interview with FierceMobileContent. "The point is that mobile is an interesting creative platform, and agencies are just beginning to understand they can tap into it and do some neat stuff."

For more on the Quattro Wireless report:
- read this release [1]

Related articles:
Advertising Age goes mobile via Quattro Wireless [2]
Quattro Wireless [3] debuts GetMobile.com
Playboy goes mobile via Quattro Wireless [4]