Summary

UNDERSTANDING HOW MOBILE USERS DIFFER FROM DESKTOP USERS HELPS news organizations be more informed when planning changes to content, design and navigation.

This guide covered the basics of mobile web audience metrics:

  • Using the Mobile Overview report to see only sessions from mobile web users


  • Viewing mobile web user trends over time


  • Comparing mobile web traffic with all site traffic


  • Analyzing basic metrics on audience type, traffic sources and site behavior for mobile web users


Any suggestions for future topics? We would love to hear from you! Please send your questions and comments to us at media.impact@usc.edu.



The Media Impact Project is a hub for collecting, developing and sharing approaches for measuring the impact of media. Based at the USC Annenberg Norman Lear Center, we seek to better understand the role that media plays in changing knowledge, attitudes and behavior among individuals and communities, large and small, around the world. For more information, please visit
www.mediaimpactproject.org.
LunaMetrics is a Google Analytics Certified Partner and Google Analytics Premium Authorized Reseller that specializes in web analytics, search and content optimization and marketing data mining. For more information, please visit www.lunametrics.com.
Written and edited by Patrick Reed, LunaMetrics and the Media Impact Project

Patrick Reed has contributed to several projects at the Norman Lear Center, including Ready to Share and Creativity & Collaboration in the Academy. He lives in Frankfort, Kentucky.

Publication design by Veronica Jauriqui 

The Norman Lear Center's Media Impact Project researches how entertainment and news influence our thoughts, attitudes, beliefs, knowledge and actions. We work with researchers, the film and TV industry, nonprofits, and news organizations, and share our research with the public. We are part of the University of Southern California's Annenberg School for Communication and Journalism.