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BizReport : Mobile Marketing : April 27, 2009

Research: Mobile 30% slower than Web

Online metrics firm Gomez and mobile web domain registrar domMobi have release a new study indicating that mobile web browsing is 30% slower than typical online browsing, a finding that should have mobile marketers changing their tune a bit about what should be placed online and what should be placed in the mobile space.

by Kristina Knight

Although consumers continue to turn to the mobile web in droves, the fact that mobile browsing is much slower does not bode well for marketers. Why? Because as with typical online browsing, if a site takes too long to load they will turn to another alternative. The fault lies with both mobile sites packed with content and because mobile devices are simply not the same quality as PCs.

"End-users expect great Web experiences, whether accessing the Internet from a mobile device or a desktop computer. However, Gomez's new benchmarks indicate that the mobile Web has some catching up to do in order to meet end-users' expectations," said Matt Poepsel, Gomez's VP of Performance Strategies. "Applying a universal benchmarking methodology makes the most sense. It helps businesses baseline and improve their mobile Web performance so that, over time, they can deliver quality online experiences to all consumers -- no matter how they access the Web."

To ensure that a mobile site won't turn off consumers marketers must ensure that the site is easy to find and renders as quickly as possible on popular mobile devices. Marketers must also make sure each mobile page downloads quickly and easily and that a mobile site performs as well in New York as is performs in Little Rock or Mexico City.

Tags: dotMobi, Gomez, mobile internet, mobile marketing, mobile rendering, mobile sites

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