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MOBILE NEWS: Brands ignoring half of devices when developing for mobile

Brands are failing to adequately test their websites across all emerging and established platforms to keep up with the explosion of mobile devices, according to a recent Netbiscuits Quarterly Web Trends Report.

The top 10 devices account for only 48 per cent of total traffic. As a result, brands are ignoring 52 per cent of devices when developing for mobile web. This is leading to increasingly broken experiences for users.

The report found that older devices continue to dominate a large share all web traffic, as it takes newer devices time to establish themselves.

The top-used device was the Apple iPhone 4S running iOS 6+, followed by the Apple iPhone 4 running iOS 6+. The Samsung Galaxy S3 (GT-I9300) running Android 4+ came third.

While the Apple iPhone 5 released in September 2012, sold more than five million units in its first week, it did not make the top 10 devices used for mobile access.

Meanwhile, 38 per cent of mobile usage came from 3430 different versions of hardware and software highlighting the complexity of user engagement with the web.

With such variation in device usage across the mobile web and a lack of testing across all platforms, it is becoming harder than ever for brands to build a universal experience that meets the needs and expectations of their customers.