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Mobile Web Traffic Shifting to China, India, Bango Stats Show

March 05, 2008

Bango has published statistics showing a shift in mobile Web traffic, from mature mobile markets of Europe and the US to the developing markets of China and India.

Today, 54 percent of people surfing the mobile Web come from outside the US and Europe, highlighting the importance of well targeted mobile advertising that reaches the intended consumer profile.

The top six countries accessing the mobile Web via Bango in January 2008 were the UK at 25 percent, India at 11 percent, the US at 10 percent, South Africa at 8 percent, Indonesia at 7 percent and China at 6 percent. Yet China has risen fast -- from 19th position 6 months ago to 6th position today. In total, Bango detects mobile Web users from over 190 countries.

"It's important you only pay for traffic that you can convert so check your ad network can target by operator, country and device," said Bango CEO Ray Anderson. "Then use Bango's free mobile analytics tool to measure your ROI as it's the only way you'll know if you are hitting the right demographic with your message."

Bango Analytics operates as a hosted service, allowing mobile Web site owners anywhere in the world to connect their sites to the Analytics service in minutes.

Last month Bango launched Bango Analytics, a product described as delivering "mobile focused Web stats" to help understand "how people interact with mobile Web sites and which marketing campaigns are most effective." The product tells site owners basically who their visitors are, where they come from and what they do.

IT research firm Gartner forecasts $11 billion in global revenue from mobile advertising by 2011, up from less than $1 billion a year in 2007. "But it's a widely held view within advertising agencies," according to the Bangovians, that "the lack of independent mobile analytics is holding back mobile marketing initiatives."

So Bango Analytics operates as a hosted service, allowing mobile Web site owners to connect their sites to the Analytics service free of charge.

Bango profiles users browsing the mobile Web across networks worldwide. Using its identification technology, Bango Analytics records and presents information on the patterns of traffic visiting a mobile site, right down to the behavior of individual users.

"It's not enough to measure how many visits you get, you need a deeper understanding of what those visitors are doing," said Ray Anderson, CEO of Bango. Bango Analytics "overcomes" what it calls "the limitations of traditional Web analytics," according to company officials, by capturing mobile-specific data about site visitors.


David Sims is a contributing editor for ContactCenterSolutions. To see more of his articles, please visit his columnist page.

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