21 Jun 10

Facebook most popular web destination

Facebook has been pronounced the most popular mobile site amongst UK mobile internet users in March 2010.

According to the second report released by Comscore’s Mobile Media Metrics (launched in February this year), the social networking site recorded 5.9 million unique users and 2.75 billion unique page views in March, with users spending an impressive total of 2 billion minutes on the site. 

Other sites to feature highly in the report included mobile operator portals such as Vodafone and O2, recording 3.7 and 3.1 million unique users respectively.

Unlike previous results released by Comscore earlier in this year, the above figures represent the number of users who accessed the site through mobile browsers, but did not include those who used a mobile app to log onto the site.

Comscore plan to improve future Mobile Media Metrics reports and launch a new tool (AdEffx) later in the year in order to give advertisers more regular and up-to-date metrics on how their campaigns are performing against a number of objectives, such as dwell time and demographic reach.

Only time will tell whether these reports and tools will aid in mobile advertising gaining a bigger share of ad spend in months to come.