Automotive and CPG Brands Spent the Most on Mobile Advertising in the First Half of 2012

Jumptap’s “MobileSTAT (Simple Targeting & Audience Trends)” report for July includes the finding that automotive brands led all verticals in mobile ad spend in the first half of 2012. Also, Android and iOS continue to leave very little of the smartphone market pie for its competitors.

According to Jumptap, Android claimed 48.9 percent of the smartphone OS market in July in terms of traffic, followed by iOS with 43.3 percent. Combined, the two operating systems accounted for 92.2 percent of the market. BlackBerry claimed 6.2 percent of the market, while Windows/Symbian claimed 1.6 percent.

The report cites an eMarketer projection that 70 million Americans, or 20 percent of U.S. consumers, will be using tablets by the end of 2012. By 2015, this segment of the population is expected to account for 50 percent of Internet users.

From January to July, Apple’s iPad accounted for 59 percent of Jumptap’s tablet traffic, followed by Amazon’s Kindle Fire with 25 percent and Samsung’s Galaxy Tab with 10 percent.

In the first half of the year, automotive brands accounted for the most mobile ad spend on the Jumptap network, followed by CPG, consumer electronics, finance, QSR, retail, travel, telecom, pharmaceuticals and entertainment.

Jumptap also profiled iPhone users and found the following:

skews male

mostly ages 24+ (59 percent)

top mobile activities: games, social networking and entertainment news

A separate report from InMobi found that Americans spend 2.4 hours of the 9 hours spent on mobile devices consuming media, which is the equivalent of more than a quarter of their time on those devices. This is more than the time spent with TV (2.35 hours) and PCs (1.6 hours), along with any other channel.

Sixty-five percent of users say they prefer the mobile channel because it’s easy to use, while 56 percent point to the fact that mobile devices are always with them.

InMobi also found that 59 percent of consumers say they are influenced by mobile ads, which is more than the 57 percent who say they are influenced by TV ads.

Meanwhile, 53 percent of mobile users say they’ve been introduced to something new via their mobile device, and 21 percent say they ended up buying goods on their mobile device.

According to the Yankee Group, mobile advertising is set to surge 3.5 times its current level by 2016. Yankee Group also expects that in 2016, mobile will drive $6 billion of revenue in Brazil, India and China.

The company also expects that in 2016, more than 1 in 4 smart mobile devices around the world will be tablets. Yankee Group also found that among app downloaders, 22 percent of smartphone owners and 27 percent of tablet owners clicked on an in-app ad during the first quarter of 2012.

Facebook recently introduced a mobile ad unit for app developers to promote their apps in Facebook’s mobile application.

Sources:

http://www.jumptap.com/about-us/research/mobile-stat/

http://www.prnewswire.com/news-releases/mobile-reigns-supreme-in-us-media-consumption-166096616.html

http://www.businesswire.com/news/home/20120814005003/en/Yankee-Group-Mobile-Advertising-Triple-2016

http://venturebeat.com/2012/08/07/facebook-mobile-ads-for-apps/