Jumptap October MobileSTAT Report: How Time & Seasonality Impact Mobile Engagement
In its newly released October MobileSTAT, Jumptap, Inc., the leader in targeted mobile advertising, reports that mobile engagement rates and mobile audience temperaments are greatly impacted by time of day and seasonality. Among other statistics, the report illustrates that mobile click-through rate builds throughout the holiday season and peaks on New Year's Day – 37 percent over average click-through rates.
“Holidays usher in an influx of consumer excitement around new mobile devices, as well as more time spent indoors. By understanding and leveraging mobile consumer behavior during this time period, advertisers gain a leg up to maximize mobile campaign metrics,” said Matt Duffy, VP of Marketing, Jumptap. “With mobile ad spend peaking in Q4, now is the time to ensure you're implementing these optimization strategies.”
Additional October MobileSTAT Findings:
- The Seasonality of Mobile Engagement: December and January have historically delivered the highest click-through rate (CTR) as consumers unwrap and explore their new mobile devices (22 percent and 16 percent, respectively, over other monthly averages in 2011). Summer shows the highest conversion rates (CVR) as consumers use their leisure time to download apps and consume mobile content (CTR in July 2011 was 81 percent over other monthly averages). Whether the goal is CTR or CVR, advertisers should take seasonality into account when planning their mobile campaigns.
- Time-Altering Temperaments: Time is a crucial element of hyper-local targeting. For example, the type of visitor at Hollywood's famous Hotel Chateau Marmot changes significantly throughout the day and evening. According to the report, and based on Jumptap and location intelligence provider PlaceIQ network statistics, tourists flood the grounds at 10:00 a.m. hoping to spot celebrities; the lunch crowd flocks to the restaurant for noon-time meals; creative types meet in the lobby at 4:00 p.m. to discuss the next big project; and night time revelers get cranked up at 10:00 p.m. Targeting audiences based on time and location increases the chances of reaching the right consumers at the optimal point in their day.
- Tablets Rule the Night: October data from the Jumptap network show that smartphones are used steadily throughout the day while consumers are on-the-go; usage increases gradually at night. Tablet usage is heaviest in the evening, peaking at 87 percent over the average during and after primetime TV viewing. Advertisers looking to reach consumers as they jump from devices throughout the day should incorporate day-parting and tablet targeting in their mobile campaigns.
- Restaurant CTR Runs Hot on Weekend/Monday: For most major industries, mobile CTR is steady throughout the week. On the weekend, CTR increases as consumers have more time to engage. For restaurant advertisers, though, the weekend spike in CTR is dramatic. Advertisers in the restaurant industry and related services should focus their mobile media on weekends and Mondays.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap's network of over 30 billion impressions, 107 million U.S. users and 30,000 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.
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.
Jumptap, Inc. is the leader in targeted mobile advertising. Reaching 107 million mobile users in the U.S. and 156 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, 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 Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://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 http://www.jumptap.com/gallery.
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Christina Feeney, 617-301-4181