More Mobile Ad Requests Made Through Browsers Than Apps
According to April data from Jumptap, a mobile advertising platform, nearly 40 percent more ad requests were made from consumers while browsing than while using mobile applications.
The S.T.A.T. (Simple Targeting & Audience Trends) report reveals that consumers on the Jumptap network made 39.3 percent more ad requests while browsing the mobile Web than while using mobile apps. To be more precise, 58.8 percent of ad requests were made via the mobile Web while 42.2 percent were made via apps.
“The report evaluated 10 billion ad requests made to the Jumptap network by 83 million unique users,” according to the company.
Android claimed the biggest share of ad requests on the Jumptap network, as Google’s mobile OS accounted for 39.1 percent of requests in April. Apple’s iOS followed behind with 29.8 percent, while RIM’s BlackBerry OS was third with 24.8 percent.
The remaining 6.4 percent broke down as follows: 3.7 percent Symbian, 1.2 percent webOS and 1.5 percent other.
In terms of engagement, iOS saw the highest click-through rate in April. The CTR on Apple’s mobile phones was about 0.8 percent during the month, followed by webOS with a CTR of about 0.7 percent. Android, BlackBerry and Symbian each had a CTR of about 0.4 percent.
Jumptap found that consumers who earned more than $50,000 in household income had a CTR of 0.83 percent, more than twice as much as the 0.37 percent CTR for consumers with income under $50,000.
The report also highlighted that CTR generally trended upward with age, with older consumers nearly five times more likely to click on an ad than younger consumers. CTR was highest for consumers between 45-74.
Male consumers had a CTR of 0.47 percent in April, while female consumers had a CTR of 0.29 percent.
Jumptap also shared that more than half of campaigns used one or several targeting criteria to better reach audiences.
“Targeting is being adopted at a faster pace than what was seen on the PC web,” said Paran Johar, CMO of Jumptap. “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.”
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