Mobile-only visitor counts to leading publishers are growing rapidly, belying the notion that consumers are accessing content from both desktops and mobiles, says comScore in a release of new data. In fact, for each of the top 10 US properties by mobile-only audience, that audience accounts for at least 20% of the publisher’s total digital population. In essence, desktop display ads won’t reach those visitors, who now number in the tens of millions.
The top publisher by number of mobile-only unique visitors, Apple, sported a mobile-only audience that exceeded 65 million in January of this year, up more than 60% from February 2013. Other top sites are growing even more quickly: Buzzfeed’s mobile-only visitor count, for example, more than quadrupled over that period, while AOL’s more than doubled. Read the rest at MarketingCharts.