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BizReport : Mobile Marketing : April 12, 2012

Brands: Apple, Hispanics may improve mobile performance

Apple and Google may be fighting to get the most mobile devices to consumers, but new data from Velti indicates that Apple is back on top. Collectively, Apple's iPhone, iPod Touch and iPad devices are leading in several mobile categories. That, according to new data from Velti, which indicates iOS platforms may be a good get for mobile marketers.

by Kristina Knight

According to comScore Apple's iOS platform is slightly behind Google's Android where consumer adoption is concerned. But the data from Velti indicates that as of Q1 2012 Apple owns a 53% market share compared to Android's 47%.

The Velti State of Mobile Advertising report notes:

• iPad 3 captured 2.2% of ad impressions one month after its debut
• Apple's iOS commands eCPMs nearly twice that of Android's
• Over half of mobile impressions come from Apple devices
• The highest eCPMs are paid for full screen mobile ad units

Meanwhile, data from WhiteHorse and Sensis shows the Hispanic demographic uses mobile differently than other demographics. Key to the differences: researchers found Hispanic place less importance on product reviews than the general mobile base. In fact, they are more likely to be shopping with a friend, which indicates they aren't watching those in-aisle videos or looking up QR codes for product information.

"Hispanics rarely, if ever, shop alone," said Jose Villa, President, Sensis. "They also over-index in their use of social media and the Web, and much of that usage is through smartphones. This gives retailers an opportunity to craft unique experiences for their Hispanic customers. Hispanicize 2012 is the perfect place to share what we learned with our partners at White Horse."

Savvy retailers, the report suggests, will take that into consideration and create apps or mobile sites which are friendly to multiple shoppers.

The full findings will be presented April 12 at Hispanicize 2012 in Miami.

Tags: demographic targeting, ecommerce, Hispanic advertising, mcommerce trends, mobile marketing, Velti, WhiteHorse

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