Mobile                  STATSimple Targeting & Audience Trends                    Monthly Report                          ...
Simple Targeting & Audience Trends | July 2011Mobile Operating SystemsAndroid No. 1 For Another MonthThe prevailing mobile...
Simple Targeting & Audience Trends | July 2011Mobile Operating SystemClick-Through Rates for H1 2011iOS dominates CTRAnoth...
Simple Targeting & Audience Trends | July 2011Mobile Trends                                                               ...
Simple Targeting & Audience Trends | July 2011Android Handset Click-Through Ratesfor H1 2011Because our primary focus at J...
Simple Targeting & Audience Trends | July 2011Android Handset Click-Through Ratesfor H1 2011 (cont.)We also performed an i...
Simple Targeting & Audience Trends | July 2011United States of AndroidAs advertisers increasingly look to combine mobile  ...
Simple Targeting & Audience Trends | July 2011About MobileSTATMobileSTAT (Simple Targeting & Audience Trends) is a monthly...
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Jumpstar: MobileStat Juli 2011

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Jumpstar: MobileStat Juli 2011

  1. 1. Mobile STATSimple Targeting & Audience Trends Monthly Report July 2011 The leader in targeted mobile advertising
  2. 2. Simple Targeting & Audience Trends | July 2011Mobile Operating SystemsAndroid No. 1 For Another MonthThe prevailing mobile storyline of 2011 has been in at second with 33% market share andAndroid’s dominance. This dominance contin- Blackberry OS comes in third with 22%. Theued based on data pulled from over 83 million top three mobile operating systems control overusers on the Jumptap network. June 2011 data 90% of the market, making it increasingly diffi-shows Android as the leading platform again cult for competing platforms to gain traction.this month, with 38% of the market. iOS comes The smartphone market remains a highly competitive and volatile one, where each percentage of market share is hard-earned.Mobile Operating System Market Share in Jumptap Network 45%40% 38% 35% 33% 30% June 2011 25% 22% 20% 15% 10% 5% 5% 1% 1% 0% Android iOS Blackberry Symbian webOS Other The leader in targeted mobile advertising
  3. 3. Simple Targeting & Audience Trends | July 2011Mobile Operating SystemClick-Through Rates for H1 2011iOS dominates CTRAnother common theme of 2011 that continues click-through average. Additionally, we havethis month is the lower interaction rates on seen iOS CTRs consistently outperformAndroid as compared to the general mobile industry averages.Mobile Operating System Click-Through Rates .78% .8% .7% .6% .57% Average .47% .50% .5% .52% .44% .4% .36% .3% .2% .1% 0% Android iOS Blackberry OS Symbian webOS Other The uniformity of the iPhone’s browsing and app experiences generates higher advertising interaction. Updates of the Android and Blackberry OS platforms should strive for the same seamless experience. The leader in targeted mobile advertising
  4. 4. Simple Targeting & Audience Trends | July 2011Mobile Trends .92% .87%Age 1.0%We saw a rise in CTR .8% .53%among consumers under .6% .34% .37% .39% .25% .36% .31%34, and a slight decline for .4%older users in June. .2% 0% 14-17 18-20 21-24 25-34 35-44 45-54 55-64 65-74 75-98 1%Marketplace Click DestinationsWe saw significant growth in clickto Web campaigns from May to 19% Click to WebJune, which we attribute to more 2% Click to Calladvertisers building mobile sites. 78% Click to Download Click to iTunesTargeting Percent of Premium Campaigns UsingTargeting usage rose to 61% of Each Targeting Methodpremium campaigns this month, Countryup from 49% last month. Onceagain, feature targeting was the Agemost popular targeting method. Location Handset Feature 5% 10% 15% 20% 25% The leader in targeted mobile advertising
  5. 5. Simple Targeting & Audience Trends | July 2011Android Handset Click-Through Ratesfor H1 2011Because our primary focus at Jumptap is look at the advertising performance of Androidleveraging data to help our advertisers target handsets by OEM for the first half of 2011.efficiently, we have data at our fingertips thatprovides a deeper look at Android performance. We found that Sony Ericsson Android users had the highest CTR at .54%. Coming in atKnowing the level of variation between hand- second was LG with .40% CTR and Samsungset manufacturers and even within individual in a close 3rd place with a .39% CTR. HTCmanufacturers’ product lines, we decided to achieved a .21% CTR.Android Handset Click-Through Rates H1 2011 Average .6% .54% .5% .39% .40% .4% .32% .3% .21% .2% .1% 0% HTC Motorola Samsung LG SonyEricsson We speculate Sony’s relatively high CTR is due to their positioning as a premium brand, but don’t rule out the role that usability, hardware and interface may have. The leader in targeted mobile advertising
  6. 6. Simple Targeting & Audience Trends | July 2011Android Handset Click-Through Ratesfor H1 2011 (cont.)We also performed an industry first look into There weren’t any huge standouts by carrierthe performance of Android devices on the except for the fact that AT&T Android usersfour national carriers for the first half of 2011 were slightly less likely to interact withand found some interesting results. mobile advertising.Android Click-Through Rate By Carrier H1 2011 Average.25% .23% .20% .20%.20% .17% .15% .10%.05% 0% AT&T Sprint TMobile Verizon Advertising performance is relatively uniform across carriers despite any differences in customer demographics. The leader in targeted mobile advertising
  7. 7. Simple Targeting & Audience Trends | July 2011United States of AndroidAs advertisers increasingly look to combine mobile Although not pictured here, Hawaii is a state thatand local to help them reach consumers, we falls in the iOS camp, and Alaska over-indexes fordecided to examine the regionality of Android, both Android and iOS.and see where the true Android patriots reside.States That Over-index Toward Android, iOS and Blackberry Android dominance iOS dominance Blackberry dominance Neutral There’s a clear pattern of Android over-indexing in the South and Southwest parts of the country with iOS doing well in the Northeast and Midwest states. The leader in targeted mobile advertising
  8. 8. Simple Targeting & Audience Trends | July 2011About MobileSTATMobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trendsin mobile advertising. Jumptap takes a unique data driven approach to mobile advertising, enabling it tocultivate the insights contained in the report. MobileSTAT contains analysis of hundreds of gigabytes oflog data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make mobileadvertising smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.To download a full copy of the Jumptap MobileSTAT report, visit: www.jumptap.com/STATReporting MethodologyThe results of the Jumptap MobileSTAT reports are derived from large quantities of network datato identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze andnormalize this data. In some cases, when sufficient conditions are met, subsets of data may havebeen used as proxies to represent the overall network.About JumptapJumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technologypatents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yieldfor 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 and follow us on twitter at twitter.com/Jumptap Jumptap, Inc. 10 Canal Park, 5th Floor Cambridge, MA 02141 Phone: +1.617.301.4550 Fax: +1.617.301.4599 www.jumptap.com© Copyright 2011 Jumptap Inc. All rights reserved The leader in targeted mobile advertising

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