Nielsen Launches TotalWeb – Cross Platform Internet Measurement

The Nielsen Company is announcing the launch of a new measurement tracking service today. Named TotalWeb, the company describes the service as, "…integrates data from Nielsen Mobile and Nielsen Online to show the unduplicated, unique audience for more than 200 leading Internet sites across the PC and mobile Internet space."

The first TotalWeb report is out today and it shows how the mobile Web increases reach and audience lift. For example, weather sites averaged a 22% lift in overall audience reach through mobile web traffic, over home PC traffic alone. That’s pretty darn significant!

I would have thought map and traffic sites would have made the list. It looks like the list is heavily dominated by entertainment and productivity — not shopping (poor Godiva!). Nielsen notes that 87 million U.S. mobile users subscribe to mobile Internet services, and more than one in ten mobile subscribers (13.7 percent) actively uses mobile Internet each month.

This will be an interesting report to watch this year and see how mobile Internet usage shifts. I use my new Samsung Ace only for productivity currently.

TotalWeb – Average Online Audience Lift Provided by Mobile Web, by Category (Q4 2007)

Source: TotalWeb Q4 2007, The Nielsen Company. Based on 200+ Internet sites measured across both Home PC and Mobile Internet.