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Mobile internet extends the reach of leading internet sites by 13% 5/1 PRNewswire Nielsen reported that mobile Internet extends the audience reach of many leading Internet sites by an average of 13% over home PC traffic alone. For some categories, such as weather & entertainment, the extended reach can be greater. The cross-platform insights come from TotalWeb, a report from Nielsen Mobile & Nielsen Online to show the unduplicated, unique audience for 200 leading Internet sites across the PC & mobile Internet space. Nielsen’s data show that for many Internet publishers, mobile Internet increases the overall size of their audience. ‘The data demonstrate that the mobile Internet can not only increase the frequency of visits to a website, but grow the overall size of the pie,’ said Jeff Herrmann, Nielsen. ‘Publishers can now monetize their total cross-platform audience, & advertisers will better understand the efficiency & incremental value of mobile Web traffic.’ Nielsen released data that show - by category - how mobile traffic increases, or ‘lifts,’ Internet audience levels. Weather sites get a strong lift from mobile, meaning there are people who access the sites over their phone but not over their home PC, while shopping sites have a mostly duplicated audience, meaning that mobile users who access shopping sites on their phone likely do so over their home PC. 87m US mobile users subscribe to mobile Internet services, & 13.7% of mobile subscribers actively use mobile Internet each month. TotalWeb integrates data from Nielsen Online/Mobile to report how this growing segment uses mobile devices & PCs to access the Web. Nielsen collects TotalWeb data through a survey of active mobile Internet users in Nielsen Online’s MegaPanel, the world’s highest quality metered Internet panel. Members of the panel have their Internet access & behavior via mobile devices & PCs analyzed to provide site-level reporting of unique audience, active reach, unduplicated audience, audience overlap & demographics across platforms. ‘Unduplicated measurement of the total Internet audience will help AccuWeather.com show advertisers the value of our cross-platform audience,’ said Dave Wrieden, AccuWeather, which received a 43% audience lift from mobile Internet users.