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BizReport : Advertising archives : October 05, 2011

Consumers, brands need more from mobile find experts

Smartphones and tablets aren't going away; in fact, with the release of Kindle's Fire and rumors about the upcoming iPhone 4S it looks as if mobile will continue its rapid growth rate. While more consumers are pushing into the space, advertisers are looking for solid ways to engage without being too intrusive.

by Kristina Knight

According to the IAB, better metrics are needed for mobile marketers because of the rapid adoption of mobile by consumers and the number of brands pushing into the space. The IAB's State of Mobile Measurement report indicates mobile is and will be challenged until proper metrics are offered to help publishers and advertisers determine how best to use the space.

Just how much mobile consumption is there? Details from Knowledge Networks finds tablet users are very hungry for content, consuming up to 48% more online content each day that other consumers. On average tablet users are 'online' 4 hours and 19 minutes (cross-platform) while non-tablet users are online just under 3 hours.

Meanwhile Mark Donovan, SVP and Senior Mobile Analyst with comScore reports mobile may be at the tipping point. His research shows nearly half (48%) of mobile base in the US 'regularly use' mobile to connect with non-voice and non-text content - that they are going online, in effect, to check in with social networks, email, news and other types of content.

Just how much is mobile changing the online world? Laptops and PCs still drive most online traffic (92%) but Donovan says mobile devices account for nearly 65% of traffic with tablets responsible for about 28% of non-computer traffic to websites.

Tags: comScore, IAB, Knowledge Networks, mobile consumers, mobile consumption, mobile content, mobile marketing

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