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Nielsen Market Intelligence Jan 2010| Website visitors who use a mobile phone to access internet
Website ranking of the ten channels in Nielsen Market Intelligence NZ domestic traffic showing the sites that attract the highest percentage of people who have used a mobile phone to access the internet for the month of January 2010*..png)
The rankings do not show which websites have the actual highest traffic numbers (ie total number of unique browsers) of this demographic, but instead show which sites have the highest percentage of their traffic consisting of people who have used a mobile phone to access the internet, for the month of January. For example, stoppress.co.nz is the number one ranking because 38.2% of its unique browsers meet the demographic requirement, but their total number of matched unique browsers equals 2,375. theedge.co.nz on the other hand, in 9th place, has 20.5% of its unique browsers that meet the demographic requirement but their total number of matched unique browsers equals 17,520.
To put these numbers into perspective, the proportion of New Zealand internet users who use a mobile phone to access the web in the previous four weeks is currently 13.4%.
Demographic segmentation of website traffic can be an incredibly useful tool for marketers. Being able to identify what websites are dominated by which particular demographic can allow marketers to better target their advertising and promotions, resulting in better lead generation and lower overall cost.
* Nielsen Market Intelligence rankings are compiled on the basis of websites that participate in the Market Intelligence service.
