Beware the dot.mob hype

There is an enormous amount in the marketing press these days about mobile and how it is the next big thing. These stories are always backed up by stats and surveys, claiming to establish beyond doubt that mobile is a maturing medium that you can't do without. But, as was so often the case in the dot.com early years, closer scrutinty is usually helpful.

Take a recent article in NMA which claimed "The latest domestic data from M:Metrics recorded that each of the top three domains [Google, Orange and the BBC] reached over 20% of mobile browsers in April". The closing paragraph contains a rather important qualification ..."The data was collected throughout April from 600 UK panellists who own more powerful smartphones. M:Metrics noted that these subscribers are six times more likely to use their phone to access the internet than others".

I understand that 3.3% makes a less compelling story that 20%, but I think that this is disingenuous at best. So before you join the alleged band-wagon and run your first mobile website, check your facts and in particular your facts with regard to your particular target audience. There aren't that many smartphones out there, and I would bet that they are owned by a very particular type.