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BizReport : Mobile Marketing : May 11, 2011

Jumptap: People spending more time browsing than with apps

Wondering how consumers are engaging with the mobile web? Turns out they are engaging much the same as they are in the more traditional online world - by browsing. According to a new report from Jumptap apps aren't the engagement factor that many may believe, and instead are using browser windows to find information while mobile.

by Kristina Knight

"Our findings reinforce the premise that the mobile ad experience is clearly differentiated from that of the PC web," said Paran Johar, Jumptap CMO. "We're seeing that brands are shifting more campaigns to mobile because they are getting better direct ROI, engagement and recall across all types of product categories."

According to the report over half (58%) of respondents engaged with mobile content via a browser rather than through apps. The results also indicate that older and more financially secure consumers are more likely to engage with ads than younger or poorer consumers. The report further found that Android users are more likely than other smartphone devotees to engage with ads.

As for the total mobile marketplace, comScore reports that more than 234 million American consumers (age 13 and over) used mobile devices in March, with 72 million engaging through smartphones. Texting remains the most used feature for mobile consumers (68.6% usage), followed by browser use (38.6% usage) and apps (37.3% usage) according to comScore.

The smartphone user base increased by 15% quarter to quarter with Android phones leading the charge. Android currently accounts for one-third (34.7%) of the market share with RIM coming in second with 27% market share. Apple continues a strong third place with 25% market share.

Tags: appvertising, comScore, Jumptap, mobile apps, mobile browsing, mobile content, mobile marketing, mobile usage

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