MailOnline publisher Martin Clarke predicts half of website's traffic will come through mobile in next five years

Over half of the Mail Online’s traffic will come through mobile, MailOnline publisher Martin Clarke has predicted.

Speaking at ad:tech London conference this morning, Clarke discussed the growth of mobile and what it meant for the Daily Mail and its online presence, revealing that already a quarter of the website’s audience came through mobile.

He later added that while mobile advertising yields were ‘pretty good’ he did expect them to grow.

Clarke also admitted that the company was considering the development of non-English speaking versions of the world’s largest online newspaper website, but added that those conversations were still at ‘an early stage’.

He also stated that he believed that the potential of mobile was still ‘underestimated’ by most people and that the next stage of the site was in planning stage, with a focus on video content expected.

Discussing the publication of the topless holiday pictures of the Duchess of Cambridge, Clarke said that the decision was taken not to publish as ‘we don’t think people want to see that’.

He added of the media at large; “If you even think whether or not to publish those pictures then you’re in the wrong job.”

Later he said that he believed it important that the PPC or media governing watchdog in the UK be aware of the difference for online media publishers, and that they must compete against other publications based elsewhere, governed by different rules. He cited the Huffington Post’s decision to publish the pictures of Princess Catherine on holiday through its American site as one example.