Shipments of Mobile touch screen devices are already 20% of global total, and estimated to increase to 40% by 2015. The 1st wave of content optimized for mobile touch screen devices were apps, which provided the opportunity to create a customized experience for users on mobile touch devices. Apple’s App Store, the most successful example of an ecosystem of apps, has led this wave.

We are at the beginning of the 2nd major wave of optimized content - the mobile touch Web, Web sites that are optimized for touch screen devices. The mobile touch Web runs on any mobile browser and provides new opportunities for businesses specifically mass market mobile commerce potential.

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Taptu has analyzed, categorized and measured more than 100 million sites on the mobile touch Web and classified them by 20 categories and 200 sub-categories.

Today there are already more mobile touch Web sites than mobile touch apps; Taptu measured 326,000 sites on the mobile touch Web this month, compared to approximately 148,000 apps. In total, the mobile touch ecosystem is over 0.5m properties which represents millions of pages, videos and individual content items.

Taptu anticipates the mobile touch Web will double this year alone to more than 500,000 sites in 2010 and more than 1 million sites by the end of 2011.

Taptu observes a much higher proportion of games in the App Store (18% compared to 0.9%) versus the mobile touch Web. This is to be expected, since apps deliver a much richer, more interactive gaming experience than the casual games available on the mobile touch Web.