Study reveals companies fail to measure mobile traffic

LONDON - More than 70% of businesses are not measuring mobile traffic to their sites and half of companies do not now how many unique users access their sites from mobile devices, reveals a new study by online data specialist Omniture.

With the growing presence of mobile internet use, given the popularity of Apple's iPhone and T-Mobile's G1 featuring Google's Android operating system, Omniture said businesses are missing out on opportunities to monetise mobile traffic.

Neil Weston, senior vice-president at Omniture said: "Customer intelligence is vital in driving revenue but companies appear to be turning their backs on opportunities to better market to mobile audiences.

"This intelligence from mobile traffic can be used to optimise website content for mobile phone users and fine tune mobile marketing efforts. These activities will help to keep visitors on the site longer, which can help increase conversion rats."

The study also found that mobile users' site experience might not be smooth if the company presents content to mobile users in the same way they present it to PC users.

In the mobile world, online sites need to account for different screen sizes and different audio and video formats.

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