Ground Truth: Mobile Internet Usage Builds Throughout the Day

32 percent of page views occur between 7 p.m. and midnight, peaking at 9 p.m.

Jun 08, 2010, 10:00 ET from Ground Truth

SEATTLE, June 8 /PRNewswire/ -- It's primetime for mobile media usage, reports Ground Truth, the mobile media measurement firm that provides precise, timely and actionable mobile intelligence. In the first study of mobile media usage in the United States by time of day, Ground Truth found that in the month of April, 32 percent of daily page views occurred between 7:00 p.m. and midnight, with the highest volume occurring at 9:00 p.m., local time.

The figures from Ground Truth's April census of 4.24 million Americans show that from 4 a.m. onwards, Mobile Internet usage (as measured in page view consumption) climbs steadily throughout the day, with usage intensifying after 6:00 p.m. and peaking at 9:00 p.m., when 7.2 percent of all page views occurred. Throughout the workday (9:00 a.m. until 5:00 p.m.), an average of 54 percent of Mobile Internet users browse content, with workday usage heaviest around 4:00 p.m.

"This data proves that mobile is, indeed, an 'always-on' medium," said Evan Neufeld, vice president, marketing, Ground Truth. "On an average day, more than half of all Mobile Internet users are accessing the Mobile Internet from the moment they wake up until they put their phone down on their bedside tables. Mobile content has become well-established as a part of daily life, versus being merely a novelty or convenience."

Because Ground Truth can accurately measure any Mobile Web site using True View™, its patent-pending, census-based methodology, the firm provides precise site-level usage metrics across several measures, including sessions per subscriber, pages per subscriber, pages per session and time per subscriber, on weekly basis. The Ground Truth syndicated data service delivers precise, actionable metrics through a dynamic, rich and user-friendly online interface.

"Clearly, the Mobile Internet is becoming part of primetime television whether advertisers and media companies are ready for it or not," observed Neufeld.

"This data reveals a new opportunity for advertisers to extend their campaigns while viewers are simultaneously engaged with their favorite programs and mobile devices, and for broadcasters to integrate mobile into their viewing experience, increasing advertising inventory while keeping viewers tuned in."

About Ground Truth: Ground Truth is a mobile measurement firm that delivers the precise, timely and actionable mobile intelligence required for operators, advertisers and publishers to measure, optimize and grow their businesses. As the sole provider of actual usage data aggregated from millions of subscribers using True View™, a patent-pending census-based methodology, Ground Truth sets the benchmark for Mobile Internet measurement. Ground Truth is headquartered in Seattle, Washington and is venture-backed by Emergence Capital Partners, OPENAIR Ventures, Steamboat Ventures and Voyager Capital. For more information about the company, please visit


Jaimee Steele


SOURCE Ground Truth