Here's a great study by the IAB on why clients need an optimised site now

1. Mobile Site Optimisation Study
In cooperation with comScore
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2. Methodology
• Manually checked top 100 advertisers websites spoofing a mobile phone
(Google’s GetMoMeter)
• Checked each site and divided into two groups: ‘optimised’ + ‘non optimised’
• Used comScore GSMA MMM data to count total Visits/Duration/PageViews
to these advertisers sites (including MO and non MO traffic)
• Where an advertiser has a MO site – we have assumed that, when a
mobile device accesses the site, 100% of the pages served are MO
• Operators were exception to the norm with 2 sites- a ‘normal site’ and a
portal. For this study we categorised them as ‘optimised’ looking at portal
only traffic.
Source: IAB Optimised Site Study,
Please use as a directional study only - this research doesn’t use a like for like control group and doesn’t account for other
factors that might influence the consumer behavior e.g. application usage.

3. Top 100 advertiser websites
63% Vs. 37%
Non - Optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

4. Some brands that were optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

5. Visits
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6. There are192% more UV’s to optimised
sites
400,000
348,246
350,000 Definition: Total Unique
Visitors
Total Unique Visitors
300,000
The estimated number of
250,000 different individuals (in
thousands) that visited any
200,000
content of a website, a
150,000 119,411 category, a channel, or an
application during the
100,000
selected reporting period.
50,000
0
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

7. There are 304% more daily visitors to an
optimised site
35,000 Definition: Average
31,270
Daily Visitors (000)
30,000
The estimated average
Average Daily Visitors
25,000 number of individuals (in
thousands) visiting any
20,000 content of a website per
day in the report month.
15,000
10,000 7,732
5,000
0
Non - Optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

8. There are 490% more total visits to an
optimised site
Definition: Total Visits
The total number of times
Optimised 1,685 during a report period
that a unique person
accessed content within
the website, category,
channel, with at least a
30 minute (or greater)
Non - Optimised 286 break in between access
times
0 500 1,000 1,500 2,000
Total Visits (000)
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

9. Minutes
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10. There are 580% more total minutes spent
on optimised sites
4,500
3,970 Definition: Total
4,000 Minutes
Total Minutes (000)
3,500 The total number
3,000 of (usage) minutes
2,500 spent by visitors
on the website
2,000
during the report
1,500 month.
1,000 584
500
0
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

11. There are 50% more minutes spent per
usage day on optimised sites
3.50
3.00
3.00
Average Minutes per Usage Day
Definition: Average
Minutes per Usage
2.50 Day
2.00 The average
2.00 number of minutes
spent on the website
1.50 during a day, per
visitor.
1.00 Average Minutes per
0.50
0.00
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

12. The average minutes per visitor increased
by 2 minutes on optimised sites
6
5
Average Minutes per Visitor
5 Definition:
Average Minutes
4 per Visitor
3 The average
3 number of
minutes spent on
2 the website
during the
1 month, per
visitor.
0
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

13. Pages
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14. There are 360% more total pages viewed
on optimised sites
12,000 11,416 Definition: Total
Pages Viewed (000)
Total Pages Viewed (000)
10,000 The total number of
pages viewed at the
8,000 website during the
report month.
6,000
4,000
2,480
2,000
0
Non-optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

15. There are 33% more average pages per
usage day viewed on optimised sites
Definition: Average Pages
per Usage Day
Non-optimised 9 The average number of
different pages viewed per
day by those visiting the
website.
Optimised 12
0 2 4 6 8 10 12 14
Average Pages per Usage Day
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

16. There are 33% more average pages per
visitor on optimised sites
20 19
Definition:
18 Average
Average Pages per Visitor
16 Pages per
14 Visitor
12 The average
12
number of
10 pages viewed
8 during a
6 month by
4 persons
visiting the
2 website.
0
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

17. summary
63% of top 100 advertisers sites are not Mobile optimised
o These three key measures, show an optimised site can help customer engagement on your
website.
o Pages
- There are 490% more total visits to an optimised site
- There are 304% more daily visitors to an optimised site
- There are 490% more total visits to an optimised site
o Minutes
- There are 580% more total minutes spent on optimised sites
- There are 50% more minutes per usage on optimised sites
- The Average minutes per visitor increased by 2 minutes on optimised sites
o Pages
- There are 360% more total pages viewed on optimised sites
- There are 33% more average pages per visitor on optimised sites
- There are 33% more average pages per visitor on optimised sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore