Digital marketing doesn’t just refer to good ol’ Internet webpages anymore as brands rapidly adopt cross-platform strategies that include tablet and mobile sites and apps. To provide a more comprensive overview of analytics and performance, research firm ComScore announced the beta release of its new Media Metrix® Multi-Platform tool, which aggregates data from web, video, smartphone, and tablet audiences without duplicating numbers. The consolidated metrics offer the first truly comprehensive look at reach and influence of many social, commerce, and content properties, especially platforms such as Instragam and Pandora, which are primarily mobile based.
ComScore found that more than half of the 234 million unique viewers across its top 30 properties are accessing them via mobile. Search behemoth Google maintained its position as the #1 trafficked property using new Multi-Platform data and other popular sites such as Facebook, Amazon, and Wikipedia stayed steady in the rankings with strong mobile numbers. However, the new tool really sheds light which properties have a particularly strong presence on the super small screen. Pandora saw the biggest increase, jumping from #61 based on PC desktop data alone, to #23 when the metrics factored in the 81% of Pandora users who access the service through a mobile device. ESPN showed the second largest jump in the ranking and moved up four places to No. 19 with an incremental mobile audience of 36%.
The new data shows that 10 properties now exceed the 100 million unique visitor mark cross-platform, compared to only six using PC data alone. Wikipedia, Glam Media, Apple, and CBS Interactive all saw their mobile numbers push them into the 100 million+ category. Google is the only property to exceed 100 million+ unique visitors just on mobile. Other highlights and a full ranking of sites using new Media Metrix® Multi-Platform can be accessed on ComScore’s website. The company says that the tool will remain in beta for a few more months as the product undergoes a thorough data review and validation with comScore clients.