What a difference mobile traffic can make.
As ComScore unveils its first data that marries web-based traffic to mobile-based traffic, it's clear some branded sites are getting a major boost from people accessing them via mobile phones.
According to ComScore's first Total Universe report, digital radio service Pandora gets a major chunk of its traffic from mobile users who never visit its website. More than 40% of its unique visitors in April -- that 's more than 13 million -- used Pandora only on mobile devices and more than 20% used Pandora on both mobile and PCs computers.
"This is a different breed of publisher than a traditional news site or Yahoo or Microsoft," said Cameron Meierhoefer, ComScore exec-VP of Analytics, said of Pandora.
Pandora, of course, is a relatively new media property that was born in digital. Founded in 2000, it was online first and launched mobile apps as smartphone usage began to take off. It is now preparing for its public offering at a valuation of $1.3 billion.
However, offline media companies that later in their lives added digital services are also finding mobile-only audiences, albeit smaller ones. Of the New York Times' nearly 35 million visitors across platforms, about 2.3% were mobile-only and didn't ever visit its web property, according to ComScore. On the high-end of newspaper digital properties that ComScore measures, the Los Angeles Times saw 6.7% of its traffic come from mobile devices.
The very fact that ComScore now breaks down traffic by device in its new Total Universe reports represents a major step for the industry. Measurement has been a stumbling block for mobile and tablet marketers and media companies. To figure out just how many ads or page views happen on mobile, marketers and their agencies have largely relied on publishers for data, instead of the third-party reporting their used to online.
It is , however, early days for even ComScore's reports. Publishers still need to implement tracking code on all their apps and websites for the measurements to be accurate and to get to the level of measurement for mobile that ComScore already provides for websites will take time.