The Mobile Web Is Eating The Internet

Browser Market Share

Photo: Monetate

Mobile browsing made enormous strides last year. According to data released by e-commerce technology company Monetate, Mobile Safari’s browser market share jumped more than 5 percentage points last year.Desktop Internet Explorer’s share fell 11 points, while Chrome and desktop Safari also made gains (see chart to the right).

Monetate creates marketing optimization software for over 100 top e-commerce site, including Dick’s Sporting Goods, Best Buy, and Brooks Brothers. Monetate culls the information from agent data passed to the brands web servers. In other words, it does not give the full picture, but it does give a good window into consumer trends.

Mobile Web Traffic

Photo: StatCounter, Mary Meeker

Globally, mobile web traffic accounts 10 per cent of total internet traffic, according to StatCounter (via Mary Meeker).The transition to the mobile web has significant consequences for tech companies:

  • optimised browsing. Tech companies are scrambling to accommodate consumers’ changing browsing habits. This was the reason behind Yahoo’s release of a new mobile-focused browser called Axis last week, which will drive more mobile searches. Google also released Chrome for mobile recently on Android, and is getting ready to release a version for iOS. Furthermore, Microsoft has built a tablet-optimised version of Internet Explorer for Windows 8, and recently announced it would be supporting Adobe’s Flash technology (in a limited form) in that browser — a key differentiator from Apple, which does not support Flash on its mobile devices.
  • Mobile ads. Mobile ads are still in their infancy, but the shift to mobile browsing should give them a big boost; advertisers will follow the eyeballs. So far, the transition has been haphazard because of lower mobile eCPMs, but this may just be growing pains (although questions about mobile monetization remain). We estimate that U.S. mobile ads will be a $6.6 billion market in 2017, up from a little over $1 billion last year.

MORE:

Our U.S. mobile advertising forecast →

Microsoft’s potential oversight with Windows 8 →

Microsoft’s hidden niche market with Windows 8 →

Why Yahoo put out a new web browser →

Why mobile monetization might catch up with the desktop →

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