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2012 Mongoose Metrics Data Series

The 2012 Mongoose Metrics Data Series will provide data-sets, insights and analysis for Internet marketers and business analysts. Our goal is to construct and publish an entirely original data set and then invite industry experts to analyze and interpret the data in order to bring to our industry new understandings and discussions about Internet marketing, trends in business, and technology use today.

Information about the Data Series can be found below. You may subscribe to our Data Series Announcements List where you will receive news and publishing updates. Please contact us to learn more about the series including how to access our data-sets for your own research and analysis.


This data provides definitive insights into mobile marketing. The data-set was built by first mobile spoofing the Quantcast Top Million data-set as iPhone, Android and Blackberry user-agents in order to discover what portion of the Internet’s leading websites have mobile ready websites. If we detected a redirect to a mobile version of the homepage, we logged the method of redirect used. We then crawled all the discovered mobile enabled homepages to further gather metrics surrounding technology use on mobile-enabled pages.

Download The Full Mobile Study:   Mobile Readiness Study 


See How The Data Is Interpretted: - Less Than 10% Of The Web In 2012 Is Mobile Ready, Michael Martin  -  DudaMobile: Restaurant Category Dominates Among SMBs With Mobile Sites, Greg Sterling - Too Many Companies Are Ignoring Mobile Web Traffic, Cindy Krum

SEOMoz - The Real Impact of the Google SmartPhone Crawler (Part 1): Situation Overview,Cindy Krum

SEOMoz - Responsive Web Design: The Ultimate Guide For Online Marketers, Slavik Volinshy


Using both and crawling, we built a data-set of over 18,000 auto dealership websites. We then crawled the domains to identify the dealership website’s OEMs, as well as collecting metrics on technology use including social media activity, web analytics, various auto industry specific vendors, chat, marketing automation, and other conversion tools. Of particular interest, we identified the dealership's Facebook and Twitter profiles where found and then using the respective APIs to gather activity and engagement metrics.


View Interactive Data Visualizations of the Auto Data:

Facebook Engagement Rate of all U.S. Auto Dealerships

Twitter Follower Counts of all U.S. Auto Dealerships