Jumptap: Boomers to Kindle while Younger Consumers to iPad

Just after the race, traffic spiked again, indicating that mobile advertisers might have more luck engaging live-event consumers immediately following that event.

"What makes the mobile market thrive are the various features, functionalities and form factors of each device. In order to capitalize on that notion and increase campaign CTR, advertisers should build creative that reflects the unique aspects of each device, in accordance with the Mobile Marketing Association and Interactive Advertising Bureau guidelines," said Paran Johar, Chief Marketing Officer, Jumptap.

On Jumptap's network, researchers find size isn't the big deal it was once thought to be - at least where advertising is concerned. Amazon's Kindle recorded a 1.02% CTR at a screen size of 7 inches (Length) while Apple's iPad shows a 0.9% CTR for its 8 inch (length) screen. That said, tablets do have a slightly higher CTR than smartphones, indicating that the devices are being used in slightly different ways.

As for who is using which device, younger consumers seem to sway more toward the iPad while older generations are more apt to use Amazon's Kindle Fire.

Meanwhile comScore's MobiLens report for April shows 234 million Americans (13+) used a mobile device in the 3-month period ending in April; 107 million owned a smartphone. Most (50.8%) are using Google while 31.4% are using Apple devices and 11% are on the Microsoft platform.

Tags: comScore, Jumptap, mobile marketing, mobile trends, smartphone trends, tablet marketing, tablet trends