Ground Truth, a mobile media measurement firm, today released an interesting study of mobile Web usage. In the first-of-its-kind study, Ground Truth found that in the month of April, 32 percent of daily page views occurred between 7:00 p.m. and midnight, with the highest volume occurring at 9:00 p.m.
Ground Truth’s April census of 4.24 million Americans show that from 4 a.m. onwards, Mobile Internet usage (as measured in page view consumption) climbs steadily throughout the day, with usage intensifying after 6:00 p.m. and peaking at 9:00 p.m., when 7.2 percent of all page views occurred. Throughout the workday (9:00 a.m. until 5:00 p.m.), an average of 54 percent of Mobile Internet users browse content, with workday usage heaviest around 4:00 p.m.
For its measurement, Ground Truth uses what they call “True View,” which is its patent-pending, census-based methodology the firm uses to provide precise site-level usage metrics across several measures, including sessions per subscriber, pages per subscriber, pages per session and time per subscriber, on weekly basis.
“This data proves that mobile is, indeed, an ‘always-on’ medium,” said Evan Neufeld, vice president, marketing, Ground Truth. “On an average day, more than half of all Mobile Internet users are accessing the Mobile Internet from the moment they wake up until they put their phone down on their bedside tables. Mobile content has become well-established as a part of daily life, versus being merely a novelty or convenience.”
