The 2015 Q2 Mobile Overview Report (MOVR), published by ScientiaMobile, dropped over the summer. It’s a quarterly data-dump of worldwide mobile device usage —specifically excluding desktops, laptops, smart TVs, game consoles, apps, and robots—which breaks down trends and provides perspective about the ever-shifting mobile web. For libraries already involved or looking to move into web or application development, or for those vendor-shopping third parties who provide this sort of thing, these and other reports play increasingly important roles informing the kinds of content and collection decisions we make.
Using an open-source device detection repository called WURFL (uh, “were full”), ScientiaMobile logged 12 billion requests over three months from all sorts of devices connected to the internet. For mobile overview reports they exclude everything but hits from smartphones, tablets, and feature phones.
What is a Hit? Each time a user visits a Web page and a UA is generated and tested by WURFL (through a number of mechanisms), a “hit” is recorded in the ScientiaMobile dataset. All data reported in MOVR reflects hits, not the count of physical devices generating the hit.
Here are three of the numbers that captured my attention:
9 Seconds to Scroll
21% of people start scrolling before the page finishes loading. They might just scroll past the upcoming events or new resources at the top of the page that libraries are trying to promote. Whoops. Chalk that up to “above the fold” irony.
55% Worldwide Smartphone Adoption
More library users than not have a touch screen that connects to the Internet in their pocket. In the United States, 63% of web traffic originates from a smartphone. This number aligns with the Pew Research Center report most recently updated in October 2014, adding additional context by noting that as of last year more than “90% of American adults own a cell phone,” 42% own a tablet. Of them, 34% “go online mostly using their phones, and not using some other device such as a desktop or laptop computer.”
These trends hearken back to an industry prediction coined by Googler Luke Wroblewski called “the mobile moment.” That is, the point at which mobile traffic to an organization’s website eclipses traditional non-mobile traffic, such as from a desktop.
ScientiaMobile MOVR reports as well as the raw data for your perusal are available under flavors of creative commons licensing at http://www.scientiamobile.com/page/movr-mobile-overview-report. There you can find previous reports, infographics, highlights, or sign-up for notifications of future reports.
- “MOVR Mobile Overview Report April – June 2015,” ScientiaMobile, July 2015.
- “Adobe Digital Index } U.S. Mobile Benchmark Report – 2014.”
- “2014 Radware Mobile State of the Union,” Radware Ltd.
- “Mobile Technology Fact Sheet,” Pew Research Center, October 2014/
- Wroblewski, Luke. “The Mobile Moment,” Luke W Ideation + Design, December 29, 2013.