The document discusses how traffic to top websites is declining as users shift to mobile devices. Data from Compete.com shows drops in unique users for Google, YouTube, Facebook, Twitter, Yahoo, MSN, Amazon, Microsoft, Bing, Vimeo, Ask, Tumblr and WebMD since September. Mobile monetization is also more difficult due to fewer pageviews and ads per page on mobile, downward pressure on ad rates, and users' impatience. As the author Dr. Augustine Fou concludes, as users shift to mobile, sites and advertisers must also shift how they deliver information and engage users, who have different experiences than on desktop.

1. Don’t Look Now:
Mobile Impact on Site
Traffic Becoming Visible
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
October 29, 2012.

2. Top Websites’ Traffic
Dropping
• ALL top websites are seeing a drop in
unique users
• This is happening in September and
cannot be attributed to people being on
vacation
October 12, 2012 2

3. Google.com
Source: Compete.com
October 29, 2012 3

4. YouTube.com
Source: Compete.com
October 29, 2012 4

5. Facebook.com
Source: Compete.com
October 29, 2012 5

6. Twitter.com
Source: Compete.com
October 29, 2012 6

7. Yahoo.com
Source: Compete.com
October 29, 2012 7

8. MSN.com
Source: Compete.com
October 29, 2012 8

9. Amazon.com
Source: Compete.com
October 29, 2012 9

10. Microsoft.com
Source: Compete.com
October 29, 2012 10

11. Bing.com
Source: Compete.com
October 29, 2012 11

12. Vimeo.com
Source: Compete.com
October 29, 2012 12

13. Ask.com
Source: Compete.com
October 29, 2012 13

14. Tumblr.com
Source: Compete.com
October 29, 2012 14

15. WebMD.com
Source: Compete.com
October 29, 2012 15

16. Desktop vs Mobile eCPM
“Mobile CPMs
are 1/5th
Desktop CPMs”
Source: KPCB Internet Trends 2012
October 29, 2012 16

17. Mobile “Fat Finger” Problem
• Up to 50% of the impressions served on a static mobile
banner ads are from accidental clicks or "fat finger"
taps, according to GoldSpot Media's "Fat Finger
Report.“
• Accidental clicks or "fat finger" clicks are taps on
mobile banner ads that happen after less than two
seconds of engagement.
• GoldSpot also found that "fat fingers" are three times
more likely to accidentally tap static banner ads than
they are to click rich media banners
October 12, 2012 17

18. Mobile Monetization Problem
• Fewer pageviews on mobile
• Fewer ads per page on mobile
• Downward pressure on CPM premium
• Users are even more impatient to get
their answer
October 12, 2012 18

19. So What?
“As users shift to mobile, sites and
advertisers must also shift how they
deliver information and engage the users
– who are looking for entirely different
experiences than on desktop.”
- Dr. Augustine Fou
October 29, 2012 19

20. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on optimizing their
marketing based on the channels and
devices which customers choose to
use to engage the brand.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
October 29, 2012 20
acfou@mktsci.com