Targeted mobile advertising firm Jumptap has released its MobileSTAT market share report for September concerning tablet and smartphone usage trends across the United States. The big surprise? The state of Maine had the highest tablet use in the U.S. in September, followed by other vacationland spots like Hawaii, New Hampshire and Virginia. Jumptap says that 93% of tablet traffic comes over Wi-Fi while the iPad controlled the sector with 75% of usage.
Other tablet traffic was Android at 20% and WebOS at 4%, in part due to the HP TouchPad fire sale during the summer. Jumptap predicts that the high usage patterns in vacation states is clearly “driven by affluent vacationers.” Those looking to monetize tablet apps have a clear market for advertising revenue. Since Jumptap specializes in targeted advertising, it is a good resource for looking at mobile market trends as as whole. Check out other findings from September’s MobileSTAT report below.
Jumptap’s network reaches 142 million device users across the world. That includes smartphones and tablets. The company noticed that Android has made a surge, with 47% of all smartphone usage in August. Apple’s iOS was second with 24% and BlackBerry surprisingly is hanging in there with 22%. Symbian saw 5% on Jumptap’s network while webOS saw less than 1%. Windows Phone did not register on the chart.
When it comes to advertising click-through rates though, iOS was a head above the rest, with a .71% mark. Industry average was .57%, which Android missed, coming in last of the major smartphones with .44% click-through.
Click-through rates by demographic were highest for males (.62%) and those with over $50,000 in annual income. That correlates well to the highest age demographic for click-throughs, the 45-74 age group. Smartphone adoption is sparse among the 65+ age group, but apparently those that do own a tablet or smartphone are susceptible to ads.
Where are all these clicks going? MobileSTAT says that click-to-web is the predominate action of mobile advertising at 75% with click-to-download making up most of the rest at 23%. Click-to-iTunes and click-to-call round out the graph.
In terms of targeting, the top metric used to refine advertising was location. This is done through MSA, or Metropolitan Statistical Area. Device capabilities (which has rapidly become the primary way to track what content is delivered to a phone) was second with handset, age and carrier also registering in descending order.
Jumptap gives an inclusive view into the world of mobile advertising. What are the takeaways? Android dominates the market but iOS still is the best option for getting paid and the affluent are the most avid tablet users. How does this information change your monetization strategy? Let us know in the comments.