The Guardian has confirmed that up to 35% of its website traffic now comes from mobile devices, which comes as the publisher beta-tests a new mobile site to accommodate the growing number of device types accessing it.
Speaking at this morning’s Guardian Mobile Business Summit, Anthony Sullivan, Guardian News & Media, group product manager, Guardian Core, revealed the statistics describing the publisher’s digital-first strategy.
He presented statistics revealing that smartphones accounted for over 25% of traffic to its site during the third quarter and that this figure rose even further to 35% when including traffic generated by tablet devices.
Sullivan added that 94% of the Guardian’s tablet traffic was generated by iPads and that 65% of mobile device traffic was generated via Wi-Fi networks.
“Mobile is a key part of our digital-first future,” said Sullivan.
“It was often the case that mobile was another bit [of digital] but at The Guardian we brought it all together,” he said adding that the number of different mobile device types accessing the Guardian last week numbered 1,857.
This is one of the reasons the publisher is beta-trialling a mobile website built using responsive design in a bid to accommodate the growing number of device types on the market.
The growing shift towards consumers buying larger mobile devices, such as tablets, makes it increasingly unfeasible to have bespoke products for one, hence the use of responsive design, he said.
“It’s the starting point of a massive change here at the Guardian where everything will be through the browser,” he said adding that similar changes would eventually be introduced to its desktop site.
Earlier this month, new media age highlighted the publisher’s trial of the site beta.guardian.co.uk when a Guardian spokeswoman said, “We are currently trialling a new responsive design for our mobile site, and as part of this we are redirecting a small number of users to the beta.guardian.co.uk to test various traffic loads (nma.co.uk 9 November 2012).”
See gallery for a view of the site on different device types.