'Net Features : mobilestat

Apps Now Represent 84 Percent of Mobile Traffic

Michael Garrity — Wed, 27 Mar 2013 19:05:00 GMT

Mobile applications are steadily winning over consumers as the preferred method for getting on the Web from their mobile devices, and the recent March MobileSTAT (Simple Targeting & Audience Trends) report from Jumptap shows that (no surprise) mobile app usage is higher now than it has ever been before.

In fact, mobile apps now represent 84 percent of all mobile traffic; just two years ago, apps only accounted for about 45 percent. The MobileSTAT report attributes this primarily to two distinct factors. First is that consumers are showing a growing preference for the speed and browse-ability that apps provide; the other is that the number of available mobile applications has grown exponentially.

Now, the time that users spend on their mobile apps has already surpassed the amount of time they spend on their personal computers, which means that advertisers should already be readjusting their budgets to reach out to customers while they’re on-the-go. And if they haven’t already, it’s time to get started!

Another interesting finding from the March MobileSTAT report is the news that while the iPad still dominates the tablet market (with a 57 percent market share), Samsung’s Galaxy Tab device is expected to narrow the gap between the two devices in the coming year. However, the Kindle Fire from Amazon has actually lost some market share among the new iPad mini and other “mini-tablet competitors.” Still, Jumptap recommends that “advertisers looking to reach consumers ad they multi-screen during the NCAA tourney and other events should include Samsung and Amazon tablets in the mix,” as together they represent one-third of the U.S. tablet audience.

The Jumptap MobileSTAT report is a monthly look at the most relevant targeting and audience trends in the mobile advertising industry. It looks at Jumptap’s network of over 46 billion impressions, 171 million U.S. users and 51,000 mobile apps and websites. To read more about the MobileSTAT report from March 2013, just click here.

Android Owns 60 Percent of Mobile Market Share

Linc Wonham — Tue, 06 Mar 2012 15:00:00 GMT

In its newly released MobileSTAT report, mobile advertising network Jumptap reveals that Android and iOS together make up 91 percent of the mobile operating systems (OS) market.

Based on data from the Jumptap network of more than 95 million monthly users, both operating systems reached new heights in January 2012. Android hit 58.8 percent and iOS reached 32.2 percent market share, respectively.

Blackberry, on the other hand, sunk to a record low of 6.7 percent. The data supports Nielsen’s recent report that showed 89 percent of smartphones that were acquired in Q4 2011 were Android or iOS, and only 6 percent were Blackberry.

“With Google activating 850,000 mobile devices daily, it’s no surprise that Android has continued to outpace every other OS on the market,” says Jumptap chief marketing officer Paran Johar. “What advertisers should take away from this data is the importance of advertising cross-platform. Both the Android and iOS operating systems continue to grow while the remaining competitors represent only a fraction of the market."

Additional findings in the new report include the following:

• Exponential Tablet Growth: The launch of the Kindle Fire has helped fuel exponential tablet growth in the last few months. Overall tablet traffic on the Jumptap network has increased over 50 percent since December 2011. In that same time period, Kindle Fire has grown from holding a 4 percent share of tablet traffic to a 33 percent share. Jumptap predicts that 2012 will be a year of heavy competition between the iPad3 – launching in March – the Kindle Fire, and other low-cost tablets.

• Mobile Devices of CES Attendees: The largest consumer electronics show in the world, CES, brought hundreds of the best and brightest in tech to Las Vegas -- and with them, their mobile devices. In analyzing the types of devices used in Las Vegas during the event vs. devices normally used in the area, the Jumptap February MobileSTAT found that Apple and Blackberry made the strongest showing. Additionally, iPad traffic increased 100 percent and Blackberry traffic increased 111 percent during the show. To no surprise, the report also found that tech-focused CES attendees were less likely to use feature phones as compared to Las Vegas locals.

• Politics is Mobile: Political candidates aren’t the only ones using mobile for the primaries. Mobile users in South Carolina took to their phones to check results of the state’s primary election on January 21. Significant spikes on the Jumptap network ‘News Channel’ occurred on the day of the primary resulting in a 35 percent increase in traffic at 7 p.m. ET when the polls closed, and a 40 percent spike at 10 p.m. when results were announced.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly view of the top targeting and audience trends in mobile advertising. The results are derived from large quantities of network data to identify targeting and audience trends.

Rich Media is the Future of Mobile Marketing

Michael Garrity — Tue, 25 Oct 2011 13:15:00 GMT

Web marketers are still trying to discover the most effective methods for mobile advertising. Now, there is evidence suggesting that the future of mobile marketing may lie in rich media ad units.

Jumptap recently released the data gathered in its MobileSTAT Report for September 2011, and found that current trends show rich media ad units dominating standard media in terms of click-through rates (CTRs), the primary method of measuring user engagement with mobile ads.

After reviewing over 300 million campaign impressions for a number of major Fortune 1000 advertisers running "both rich and standard media with similar creative and advertising," Jumptap noticed that rich media ad units saw a significant lift in CTR over their standard media counterparts.

The rich media format is seen as a great way to "inspire interaction" between consumers and a brand, and the dramatic rise in smartphone and tablet adoption by the general public has helped to increase the efficiency of these advertisements.

Among the companies that saw greater CTRs with rich media ads were:

- A major retailer, who saw a 337 percent lift over standard ad units

- A luxury auto manufacturer with a 357 percent lift

- An advertiser for a new theatrical release, 340 percent lift

- A quick service restaurant, 455 percent lift

- An athletics manufacturer, 214 percent lift

- A consumer electronics company, 362 percent lift

Android Remains on Top
Other findings released in the MobileSTAT report include figures that show Android still dominating the smartphone market with about 47 percent of smartphone owners using Android devices, the same number as August. Jumptap also reported "a 50/50 split" between mobile Web and app traffic by users accessing the internet on mobile devices, with Android leading app traffic and feature phones offering more mobile Web-based traffic than smartphones. Finally, advertisers named location-based targeting as the most popular method for trying to reach consumers on the Jumptap network.

Jumptap Predicts Promising Future for Tablets

Michael Garrity — Thu, 06 Oct 2011 22:30:00 GMT

Targeted mobile advertising specialist Jumptap made public its MobileSTAT Report for August yesterday, which looked at Jumptap network data and reveals some interesting tidbits, such as the fact that Maine was the number one state for tablet usage during the month.

Wyoming, Hawaii, North Dakota, Arkansas, Connecticut, Virginia, New Hampshire, Minnesota and New Jersey rounded out the top ten states in August that had the highest tablet traffic relative to overall mobile traffic.

The spike in tablet prevalence in the country's most northeastern state was "clearly driven by affluent vacationers," but really it speaks to larger trends in the mobile device market. Analysis firm Gartner estimates that tablet sales will reach 326.3 million units (almost the entire population of the United States) by the year 2015. Though previously considered more of a niche or novelty product, tablets could see a big upswing with many models getting lower pricepoints, like the less-than-$200 Amazon Fire.

Jumptap says that, based on the usage patterns it has seen, "the Gartner number may prove to be low."

According to the MobileSTAT Report, 56 percent of tablet traffic on the Jumptap network was actually produced outside of the U.S., whereas only 28 percent of overall mobile traffic on the network is not from the United States. This figure signals "deeper tablet penetration overseas."

A total of 91 percent of tablet traffic around the world was via Wi-Fi, which isn't a "truly mobile" method of accessing the Internet.

As for tablet operating systems, 75 percent of the traffic was from iOS. Android followed with 20 percent and WebOS clocked in at 4 percent.

The study didn't just focus on tablet use, however; it also compared network click-through rates (CTRs), App vs. Mobile Web market share, mobile marketing and demographic trends and the top mobile advertising verticals.

When it comes to smartphone statistics, the MobileSTAT Report shows that Android, iOS and Blackberry platforms (continue to) dominate the top three spots and own over 90 percent of the market share, with Android being the clear leader by hosting 47 percent of the network.

Still, iOS by Apple provides "the best direct response advertising performance" with an impressive CTR of 0.71 percent. The demographic groups who exhibited the highest mobile CTRs were users between the ages of 45 and 74, users with incomes of over $50,000 and male users. According to the Report, "a clear new challenge for advertisers is getting beyond CTR to connect with younger, less-affluent audiences whose presence on the Jumptap network is large, but whose propensity to click on ads is low."

As far as mobile verticals go, retail, automotive and entertainment were the largest in spending during August, while telecom, entertainment and insurance had the best CTRs.

Jumptap's MobileSTAT gives the industry a monthly look into targeting and audience trends in the mobile market buy using the company's unique, data-driven approach to mobile advertising. The results come from large quantities of network data that are run through a proprietary algorithm to analyze and normalize it.