ComScore, a major player in web analytics, has released the first beta data from it’s brand new, yet to be fully unveiled, Total Universe Report (TUR). The goal of the report is to measure “100 percent of a site’s traffic, including usage via mobile phones, apps, tablets and shared computers such as Internet cafes.”
To demonstrate the power of the new the report, comScore released beta data for Pandora to show how analytics reporting that neglects traffic from mobile sources (tablets, smart phones, etc.), which apparently is the norm that the Total Universe Report hopes to change, would give a very misleading impression of Pandora’s reach and audience size. According to comScore’s TUR, Pandora receives 42% of it’s traffic from users accessing the service exclusively through mobile devices. If you can’t tell that that’s a huge number, you should know that Pandora’s mobile-only traffic is 74% higher than the traffic it get’s from people using computers, either from work or at home.
Two important lessons that emcees, DJs, producers, promoters, and anyone trying to get music heard should learn from this:
1. Put your music where people can hear it on-the-go
It should go without saying that artists need to get there music online, but now, more emphasis needs to be put on how well the sites you upload to, including your own site, are optimized for mobile use (i.e. can people listen to/download your music via android, iOS, Blacberry, etc)
2. Get your music on Pandora
You can’t actually draw this conclusion from the Total Universe Report, but putting your music where people can easily discover it through other music they like only makes sense. I’ve only briefly looked into this, but I know it starts with having an official, full-length, UPC-coded physical release (digital only doesn’t work) being sold by a major retailer like Amazon or iTunes, which Pandora’s bots can find and analyze. Unfortunately, Pandora is selective (though it still manages to include bad music) and I think it’s been slow to find new releases from artists in the past. Maybe the fact that it had tracks from Reakwon’s Shaolin vs Wu-Tang pretty quickly shows that they’re adding new music faster or can do so if given the right encouragement ($$$… j/k).