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Nielsen's Top 10 Mobile Brands

Posted on 12.12.2007
Nielsen has released a bevy of Top 10 lists for year end, 2007. Among those: the top brands accessed via a mobile device, amassed from data collected January - October 2007.

Brand                                 Avg. Monthly Unique Audience (000)

1. Yahoo!                                         16,563
2. Google                                          10,829
3. MSN                                             9,276
4. AOL                                              6,481
5. The Weather Channel                6,409
6. CNN                                             5,962
7. ESPN                                            4,902
8. MapQuest                                      3,685
9. FOX                                              2,613
10. CitySearch                                   2,370

Not surprisingly, search portals lead the list. After all, when you're surfing mobile, you're most likely not just browsing around but looking for something very specific in the least amount of time possible. After search, users are looking for those things that would appeal naturally to someone on the move - weather, directions, local information, news and sports summaries. It's also worth noting that several of these sites are automatically bookmarked on thousands of Internet-enabled mobile devices.

The real take-away from this list is that the most successful mobile sites have the user firmly in mind. Looking beyond the search giants, it's no coincidence that the preferred news and sports portals are well optimized for the mobile screen and contain quick, efficient recaps. Both CNN and ESPN mobile offer quick glimpses of news through a variety of categories without the need to do much scrolling. Images are condensed but appealing and the sites learn from your preferences. For example, if I access baseball news regularly from my mobile, the MLB link creeps up the list as hockey news fades away to the next screen.

As you plan for your mobile Web presence do some surfing with your own mobile device. You'll quickly discover what works, what doesn't and - the biggest factor - what is most important on a mobile site to you - the user. Mobile is expanding and refining, and so are the devices with which we access the mobile Web. Again, looking at the user's desires, combined with the developing capabilities of mobile devices - what would a user most likely want from your website while on the go and how can you deliver that information most efficiently?
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