Report Shows March Madness Fans More Likely to Own iPod Touch
BOSTON – In its newly released March MobileSTAT, Jumptap, Inc., the leading mobile audience targeting platform, reports on top mobile share trends and the impact of March Madness on mobile user behavior.
March data from the Jumptap network show that mobile apps now represent 84 percent of traffic, up from 45 percent two years ago. Two factors contribute to this rise: consumer preference for speed and browse-ability of apps, and the explosion of apps available. The time consumers spend with apps each day has already surpassed the time they spend with PCs online. As a result, advertisers are shifting budgets to play catch up to consumers who have already dramatically shifted their content consumption to mobile.
“Consumer mobile media consumption has increased across the board, and with the rise of tablet ownership, we’ll see time spent continue to grow,” said Matt Duffy, VP of Marketing at Jumptap. “The next step for advertisers is to ensure that they are delivering a holistic message, regardless of medium, and targeting audiences with relevant messaging from screen to screen.”
March MobileSTAT Findings:
- Galaxy Tab Shines; Kindle Fire Loses Glow: Data from the Jumptap network show that iPad still sits atop the tablet market with 57 percent share. While Apple won’t lose its top position anytime soon, Jumptap predicts that Samsung – with 16 percent share – will narrow the gap this year, riding the success of its Galaxy line. Amazon Kindle Fire, which has lost some of its share since it burst onto the scene, will continue to struggle against the iPad mini and other mini-tablet competitors. Advertisers looking to reach consumers as they multi-screen during the NCAA tourney and other events should include Samsung and Amazon tablets in the mix, which represent one-third of the U.S. tablet audience.
- College Basketball Fans MAD for iPod Touch: Although iPhone is the number one smartphone among U.S. mobile customers, the top devices of choice for March Madness fans are the iPod Touch (12 percent of mobile traffic) and Samsung Galaxy 3 (9 percent of mobile traffic). Leveraging data from third-party partners in its Audience+ Insights Platform, Jumptap finds that March Madness fans skew slightly younger and less affluent than the overall mobile population – characteristics that are consistent with the demographics of iPod Touch users. Advertisers looking to reach March Madness spectators should include the iPod Touch and Samsung Galaxy S 3 in their media mix this season.
- March Madness Campaign Slam Dunk for National Food Chain: In 2012, a national restaurant chain tasked Jumptap to help it engage with college students and drive foot traffic to key store locations during the NCAA tournament. By leveraging Jumptap’s third-party data targeting, the campaign saw spikes during key points early in the tournament, and had an overall click-through rate of 160 percent above industry benchmarks.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 46 billion impressions, 171 million U.S. users and 51,000 apps and websites. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. To download the full Jumptap MobileSTAT, click here.
Reporting Methodology
The Jumptap MobileSTAT reports mine 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 have been used as proxies to represent the overall network. Jumptap also sources data from third-party firms.
About Jumptap, Inc.
Jumptap, Inc. is the leading mobile audience targeting platform. Reaching 171 million mobile users in the U.S. and 269 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with more than 20 third-party data providers, to understand mobile audiences better than any other ad platform and provide intelligent targeting with scale. Through its large network of premium publishers and apps, constant campaign optimization and real-time bidding capabilities, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its monthly MobileSTAT report. Visit www.jumptap.com and www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.
