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Apps Now Represent 84 Percent of Mobile Traffic

Posted on 3.26.2013

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.

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