Night Time is The Right Time for The Mobile Web

They say timing is everything in life. And, as it turns out, what’s true for life is also true for mobile web use.

Thanks to a new report from Ground Truth, which indicates that mobile internet usage steadily increases throughout the day, mobile marketers stand to gain from knowing that the night time is the right time for capturing large numbers of mobile users at the peak of mobile web browsing.

In April, the mobile media measurement firm conducted a census of better than four million Americans to discover more about the key hours of mobile internet usage – as measured in page view consumption. Ground Truth measures mobile web site viewing via “True View,” which is a “patent-pending, census-based methodology.”

So what did the research uncover? Prime time is key for mobile web users. The data revealed that during the average workday in the month of April – 9:00 a.m. to 5:00 p.m. – an average of 54% of mobile Internet users browse content, most heavily around 4:00 p.m.

Perhaps an even more significant find from Ground Truth is that the most intense period of usage – 32% of daily page views – took place between 7:00 p.m. and midnight. 9:00 p.m, however, represented the most active period for mobile Internet browsing.

According to Evan Neufeld, VP of marketing at Ground Truth, the data “proves that mobile is, indeed, an ‘always-on’ medium.”

”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.”


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