Poll: Most firms do not track mobile web traffic
Visitor Conversion
30 September 2008
The majority of companies do not keep track of the proportion of website visitors that access their websites with mobile devices, according to a new survey.
About seven in ten firms admitted to this while half said they had no idea how many unique visitors were mobile users, the poll by Omniture revealed.
Omniture said that businesses should do more to track mobile users as websites tend to look and operate differently on handheld devices, meaning that companies may need to optimise their content for a variety of platforms.
"Intelligence from mobile traffic can be used to optimise website content for mobile users and fine-tune mobile marketing efforts," said Neil Weston of Omniture.
"These activities will help to keep visitors on the site longer, which can help to increase conversion rates."
In Europe, email is the most popular reason for mobile internet use, followed by search and news, according to figures from Nielsen Mobile.
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