Findings Reveal Consumers Spend More Time Surfing the Web Versus Using Mobile Apps; Older, More Affluent Consumers More Likely to Engage with Ads
Cambridge, MA – May 11, 2011 — April data released today by Jumptap, the leader in targeted mobile advertising, found that despite the continued buzz about apps, U.S. consumers spend more time engaging with mobile web on their phones than apps that are ad-supported. The Jumptap monthly data report, entitled STAT (Simple Targeting & Audience Trends), found that more than 58 percent of mobile internet users are getting content through their browser versus 42 percent via ad-supported apps.
The report evaluated 10 billion ad requests made to the Jumptap network by 83 million unique users. Analysis found that ad engagement trended upwards with age and income. Consumers aged 40 and over were almost five times more likely to engage with an ad when compared to younger mobile consumers. Similarly, users with annual income above $50K are twice as likely to engage with ads as those earning less.
“Our findings reinforce the premise that the mobile ad experience is clearly differentiated from that of the PC web. Advertisers are starting to embrace the possibilities of this very personalized, engaging medium and adjusting their campaign strategies and ad spending accordingly,” observed Paran Johar, CMO of Jumptap. ”Anecdotally we’re seeing that brands are shifting more campaigns to mobile because they are getting better direct ROI, engagement and recall across all types of product categories.”
Regarding advertisers, the report found that the number of targeting parameters is on the rise. More than half of the campaigns use one or several targeting criteria to better reach their audience. “Targeting is being adopted at a faster pace than what was seen on the PC web,” added Johar. “Brands will continue to bring more of their budgets to mobile as the next evolution in digital media and consumer behavior shifts from surfing the internet on PCs to mobile devices.”
As for the favored platform, Android continues to drive the largest share of ad requests on the Jumptap network representing 39.1 percent, with iOS and RIM not far behind with 29.8 and 24.8 percent respectively. However, Apple’s iOS still maintains the lead for user engagement.
STAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising. Jumptap takes a unique data driven approach to mobile advertising, enabling it to cultivate the insights contained in the report. STAT contains analysis of hundreds of gigabytes of log data, powered by the scalable, efficient and lightning-fast Jumptap technology. Jumptap strives to make mobile advertising smart and simple, and STAT was designed to benefit the entire mobile ecosystem.
To download a full copy of the Jumptap STAT report, visit jumptap.com/STAT
Reporting Methodology
The results of the Jumptap STAT report are derived from large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may havebeen used as proxies to represent the overall network.
About Jumptap
Jumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technology patents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers,across multiple platforms. The company partners with digital and media agencies, publishers, wireless carriers and brand advertisers, to deliver an array of mobile advertising solutions. For more information, visit www.jumptap.com or follow us on twitter.com/jumptap.
