Taptu Launches First Ever Report Mapping the Mobile Touch Content Ecosystem
28 Jan 2010
Report Provides First Insights & Analysis on the Evolution of the Mobile Touch Web
Cambridge, UK January 28, 2010: Mobile search engine Taptu is the first company to create a comprehensive map of the mobile touch content ecosystem and has released a report uncovering the size and characteristics of this new and fast-growing ecosystem. "The State of the Mobile Touch Web" examines for the first time the main constituent parts of the touch-media ecosystem: the mobile touch Web and mobile touch apps. This is the first in a monthly series of reports, and future editions will be available on the first Thursday of the month.
Context for the Report
- Shipments of Mobile touch-screen devices are already 20% of the global total, and are estimated to increase to 40% by 2015.
- The 1st wave of content optimized for mobile touch-screen devices were apps, which provided the opportunity to create a customized experience for users on mobile touch devices. Apple's App Store, the most successful example of an ecosystem of apps, has led this wave.
- We are at the beginning of the 2nd major wave of optimized content - the mobile touch Web: Web sites that are optimized for touch-screen devices. The mobile touch Web runs on any mobile browser and provides new opportunities for businesses, specifically mass-market mobile commerce potential.
Business Impact
- The popularity of touch-screen devices has introduced new ways for consumers to access content. Creating content optimized for the mobile touch Web allows businesses to reach a wide audience of consumers across multiple mobile platforms.
- There are a higher proportion of shopping and services sites on the mobile touch Web (20%) compared to Apple's App Store (3.6%), since the mobile touch Web provides the opportunity for direct-to-consumer billing. Taptu expects this trend to continue as companies recognize the mobile commerce revenue opportunities and develop mobile touch Web sites.
Key Findings:
- Taptu has analyzed, categorized and measured more than 100 million sites on the mobile touch Web and classified them by 20 categories and 200 sub-categories.
- Today there are already more mobile touch Web sites than mobile touch apps; Taptu measured 326,000 sites on the mobile touch Web this month, compared to approximately 148,000 apps. In total, the mobile touch ecosystem comprises over 0.5 million properties which represents millions of pages, videos and individual content items.
- Taptu anticipates the mobile touch Web will double this year alone to more than 500,000 sites in 2010 and more than 1 million sites by the end of 2011.
- Taptu observes a much higher proportion of games in the App Store (18% compared to 0.9%) versus the mobile touch Web. This is to be expected, since apps deliver a much richer, more interactive gaming experience than the casual games available on the mobile touch Web.
Quotes:
- Steve Ives, founder and CEO of Taptu, on the release of the report: "Taptu is proud to shine a light on this significant and expanding ecosystem of mass-media content. This is clearly the future of how consumers will access content, and we will continue to map this ecosystem as it evolves."
- On the significance of mobile commerce in the mobile touch ecosystem: "The mobile touch Web will transform the mobile touch ecosystem, making it more democratic by building on open Web standards. Brands that are smart and agile will be able to exploit this to sell products and services to users across all the touch-screen device platforms with less effort and lower cost. In this way they will reach a larger audience and generate more revenue faster."