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Publications with Hispanic, millennial audiences see high mobile traffic: report

Hispanic and millennial consumers are proving to be the most active mobile readers for publication content, as media brands with these audiences are experiencing significantly higher traffic on untethered devices, according to a study by SimilarWeb.  

Mobile traffic on Web sites for millennial-centric publications such as BuzzFeed and Seventeen account for more than 60 percent, while Spanish-language sites saw more than 78 percent. This traffic means that content for these publications need to be highly mobile-optimized to continue engaging their ideal demographics, as the media industry will continue to shift towards these devices. 

?What we found is that many of the sites that have a younger, millennial audience such as Aplus.com, BuzzFeed.com, Seventeen.com, all have over 60 percent market share in mobile,? said Joseph Schwartz, digital insights manager at SimilarWeb. ?This shows that the way we consume news is changing and advertisers that want to target millennials need to make sure their strategies focus heavily on mobile. 

?Adversely, more traditional news sites such as MSN, Yahoo, the New York Times, and Fox News all had more than a 60 percent desktop share of traffic,? he said. 

Mobile traffic
While overall most popular digital publication MSN.com only saw 33 percent of traffic come from mobile devices, millennial-popular Web site BuzzFeed.com saw 63 percent. TMZ, EOnline, US Magazine, Viral Nova and Univision are other media brands that were exceedingly popular on mobile, which all feature an audience of millennials or Spanish-speaking readers. 


TMZ.com?s mobile views made up 62 percent of its traffic, while Univision saw 78 percent. 

?BuzzFeed is a good example of a media publication that gets most its traffic from mobile devices, but despite its reputation as a leader in its field, it was not the most mobile Web site among the top publications,? Mr. Schwartz said. ?That distinction belongs to Spanish language Univision.com. 

?Of Univision?s 1.1 billion page-views, 78 percent came from mobile devices,? he said. ?In fact of the top 10 most viewed news sites on mobile, three are Spanish languages sites. 

?This is an interesting observation that publishers and mobile marketers should 
take note of.?

Publisher process

Publishers need to focus on how readers are consuming content, and how they want to engage with brands. Consumers are now in control, which means that media brands need to reach them where they are already spending a significant amount of time. 

?There are several key takeaways for publishers,? Mr. Schwartz said. ?First of all they need to realize that more sites are being consumed on mobile and if their sites are not mobile friendly, they will have a limited audience. 

?Understanding when, where and how readers arrive is extremely vital in helping shape a publishing strategy,? he said. ?The shift towards mobile is already playing a part in how publishers deploy resources, craft content that matches consumption habits, while using social media to drive awareness. 

?This will also help publishers looking to create or improve create apps that readers will want to download.?