by • 15 Jun, 2011 • TechnologyComments (4)3284

Growth of mobile visitors and the phones they use on

Swimming In The iPool
Photo by JD Hancock on

Today I began working on the quarterly report of my museum’s new media activities for Q2. People who follow this blog will know I usually find something useful in the huge pile of data we gather and process. This time, a somewhat higher percentage of mobile visitors to our website motivated me to take a closer look at their stats.

The first graph shows the percentage of mobile visitors to our website. Although there’s little difference on a per-month basis, and even a small decline in the early months of this year, the trend (orange line) shows a continuous growth.

Percentage mobile visitors to
Graph 1: Percentage of mobile visitors to

If this trend continuous, by January 2012 some 10% of our traffic will be mobile (and it will take only 24 months to be at 100%). By now we’re at about 5%, which well justifies a good mobile strategy. Or, for the infographic generation: If our website were the world and our mobile visitors a country, it would be (about) as big as the United States, Spain, Germany and some smaller countries combined. We can’t ignore them.

Secondly I looked at what kind of ‘phones’ our visitors are using. The second graph shows there’s both iOS and Android are gaining some terrain, although the division is mostly stable. With 70-80% iOS mobile visitors, either we made friends with the Apple kids, or this is still the dominant platform for us.

Division of devices within the mobile segment
Graph 2: Division of devices within the mobile segment.

How do these stats compare to yours? I have the feeling 5% mobile visitors is kind of low, compared to many others, and 70-80% iOS kind of high. I’m curious to discover more about what’s behind these numbers.

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  • I must say I’m surprised by iOs’ dominance, especially considering Android’s market share being bigger than that of the iPhone (not sure if iOs’ total share is still bigger). I’ve read something about this being the case elsewhere as well, and I’ve been wonder why this is.
    What I do know is that not many museums have developed apps for the Android platform (, which might cause museum enthusiasts to opt for Apple and consequently skew the statistics in favor of iOs. There have to be other reasons, though, because I don’t think this explains such a big difference.

  • I was surprised by the difference as well. It certainly might have something to do with the demographics of the iOS user compared to the Android user. I wonder if there’re more museums who see this odd divide?

  • Anonymous

    Hi Jasper

    I can tell you for the same period at Powerhouse we had 6% mobile traffic to We have even more iOS dominance at 53.62% iPhone, 23.65% iPad, 5.14% iPod Touch. Android was sitting at 10.85%.

    And in the Culture24 metrics project – – that I reported at MW2011 across many of the large UK institutions we were seeing in the UK the highest Android % for 4th Qtr traffic being just 14.85% with one institution and most being at or under 10%.

    There will be a combination of reasons for this – geography, service provider, demographics – even before you get to Android fragmentation etc.

  • Thanks Seb!

    On some of our project websites we have mobile traffic reaching up to 10% of all visits over the same period, so get few mobile visitors (I’d say). Now let’s figure out why… (the fun part). And if this is a bad thing.

    On this blog Android makes up for 11.33% of all mobile traffic, with a strong iOS dominance. I’m going to look for Android users. Where are they (online)?