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BizReport : Mobile Marketing : April 11, 2012

Report: Angry Birds players more likely to be Republican?

From playing games to surfing the web, more consumers are doing so from a mobile device. New data from both comScore and Jumptap finds an increasing number of consumers engaging with the Internet from smart devices.

by Kristina Knight

According to comScore's February numbers Samsung remains the top OEM for US consumers with a 25% market share. Apple gained 2 points to hold a 13.5% market share. More than 230 million Americans are now using mobile devices, with just over 104 million using smartphones. The top smartphone platforms remain Google (50% market share), Apple (30% market share) and RIM (13% market share).

Smartphone users are still equally divided in using browsers (40%) and apps (49%) but texting remains the top action (74% participate) for consumers. More than one-third are accessing social networks (36%) and playing games (32%).

Meanwhile, Jumptap reports that iPad 3 traffic didn't have quite the impact expected from the high sales numbers. iPad 3 released in March and crushed sales expectations, but Jumptap found iPad 3 traffic (within their network) accounted for less than 3% of traffic during the initial launch days.

"A very early read of the data would suggest that iPad3 is stealing traffic from the iPad2. This trend suggests that iPad2 users may be more inclined to switch to the iPad3 than original iPad users," said Paran Johar, CMO, Jumptap.

Their report also found iPhone users are more likely to utilize free WiFi hotspots than their Android counterparts, making iPhone consumers a hot market for geo-targeted ad campaigns.

But, perhaps most interesting, Jumptap has broken down two of the most popular mobile games in terms of players - a help for advertisers interested in targeted these players. Comparing the players of Angry Birds and Words with Friends, researchers believe Angry Birds players are more likely to be Republican (45% vs. 23%) than Words players, that Words players are more likely to earn over $100,000/year (40%) and that Angry Birds players are nearly twice as likely to play via tablet than smartphone.

Tags: comScore, Jumptap, mobile content, mobile games, mobile marketing, mobile trends

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