Want Mobile Traffic? New Tactics May Be Needed
May 30, 2018
I read “Mobile Direct Traffic Eclipses Facebook.” Like any research, I like to know the size of the sample, the methodology, and the “shaping” which the researchers bring to the project. To answer these questions, one must see other sources cited in the write up, including Nieman Lab, which appears to be recycling Chartbeat data. In short, I don’t know much about the research design or other aspects of the research.
Nevertheless, I noted a handful of statements or “facts” which on the surface struck me as interesting. The study data appear to support the assertion that “mobile does not equal social”.
First, the study reports that “mobile direct to traffic has surpassed Facebook.” I think this means that if those in the sample use a mobile device, some of those users use an app or a browser to go directly to a site. At first glance, Facebook seems to be a major player but it is, according to the survey, trending down from being the gateway to information for some mobile device users.
Second, the write up points out sites offering “content” are not losing visitors. On one hand, the finding suggests that Facebook is not a gateway trending upwards. I have seen reports suggesting that Facebook has been negatively affected by the Cambridge Analytica matter, but I have also seen reports which assert that Facebook is adding users. Which is it? That’s the question, isn’t it?
Third, the Chartbeat data put Google as the leading source of traffic to sites. What this means is that the “gap” between Facebook and Google as referrers seems to be getting bigger. Bad news for Facebook and good news for Google if the data are accurate.
Several observations:
- The data, if accurate, make it clear that Google and its Android operating system have a clear path to the barn
- Facebook may have to begin the process of adapting to mobile users who do not use Facebook as the gateway to the Internet (whatever that ends up being)
- Governments interested in censoring certain content streams have a crude road map for determine what online destinations should be cut off from the information superhighway. (The law enforcement addiction to Facebook and Twitter may require some special treatment at clinics run by Google and high traffic destinations accessed via an app.)
To sum up, if the data in the Chartbeat report are accurate, changes are underway. Some positive, some negative. There is, however, that “if.”
Stephen E Arnold, May 30, 2018
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