21 March 2013 | Team Tamar

Who’s visiting your website and what are they visiting it on?


You only need to hop on a train at commuter o’clock to see the vast number and variety of mobile devices being used. But which demographic uses what devices and when do they use them? Now that would be some useful information for planning your online presence and marketing wouldn’t it?

Headlines for ONLINE in the UK :

  • The Olympics fueled online boom, with a growth in Web access of 5% during 2012.
  • Gender distribution of Web access is very nearly even: 51% male; 49% female.
  • Key age groups for the UK’s online audience are 25-34’s and the over 55’s, with more unique visitors than 15-24’s or 35-54’s.
  • Key economic groups are those earning over £35k, they account for more than 50% of online visits. Those earning £10k – £24,999 account for just over 20%.

Headlines for MOBILE in the UK:

  • Smart-phones hold a market penetration of 64% and account for more than 80% of newly acquired devices.
  • Mobile devices account for 24% of all pages views, meaning on average every 4th visitor to your site is using a mobile device rather than a PC.
  • Smartphone Web access peaks at commuter times and remains high into early evening, (7.00-10.00AM and 5.00-9.00PM).
  • PC Web access is highest during working hours.
  • Tablets are most popular during the evening, outstripping both smartphone and PC Web access.
  • Operating system distribution for December 2012 saw Google in the lead with 47.7% followed by Apple with 27.8%.

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So what’s useful about all these statistics. Well, if you know the age, gender, economic background of the demographic that’s relevant for your business you can make some clever decisions about your online presence.

What should you be asking yourself when planning for mobile:

  • What is the device of choice for my audience? Smartphone or tablet? Apple or Android?
  • What does my current online presence look like on mobile devices? Does it work? Does it work well?
  • What do I want to offer my users in mobile? The same experience as PC website browsing? A scaled down version of your website? A different experience all together?
  • What do I want to gain from a mobile strategy? E-commerce? Audience engagement? Social media engagement?

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The answers to these questions will help you decide whether you focus on developing your website for mobile: be that with responsive or adaptive design or with a mobile-specific site and whether native apps are a useful, profitable option.

The full, 2013 UK Digital Future in Focus report can be found on comscore.com.

Team Tamar