Mobile Crosses Desktop in the UK, MEA

As far back as 2010, Morgan Stanley predicted that the mobile web would rule by 2015. Well, we beat that prediction in the US back in February 2014,   CNN Money wrote the story, which turned up a more important fact: that most of mobile traffic occurs through apps, and only 8% through browsers.

“Mobile devices accounted for 55% of Internet usage in the United States in January. Apps made up 47% of Internet traffic and 8% of traffic came from mobile browsers, according to data from comScore, cited Thursday by research firm Enders Analysis. PCs clocked in at 45%.”

Globally, the latest study we can find was released by Cisco in early 2014. Just look at the growth in Asia, notably in Korea and Japan, which have long had faster, cheaper mobile networks than the U.S.


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But there’s a much more important number on the horizon now: for the first time this month, mobile web traffic has exceeded that of desktop in the UK.  On Digiday we read that “with 61 percent of U.K. adults now claiming to own a smartphone and 44 percent of households owning a tablet, according to Ofcom’s Communications Market Report, mobile is becoming the preferred mode of access for British Web users.” The Guardian,  thought leader in UK digital news, overhauled its mobile app this spring, because over 40% of its readers access the site on mobile during the week, and on weekends that increases to 60%. These numbers are in a state of flux, increasing almost monthly.And while only a small number of Guardian readers use the Guardian’s app to access its stories, those people are the most engaged, generating 20% of the page views.

And, from the same Cisco study predicting mobile traffic 2013-2018, we learn that the fasted growth going forward will, predictably, be in the Middle East and Africa, where millions of new internet users will get online for the first time through smartphones in the next few years.

So what’s YOUR mobile ad strategy? How will you reach a global audience? As the largest independent ad server in the world, we think we can help.