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BizReport : Mobile Marketing : May 12, 2015

Mobile Roundup: How people are using mobile + 2 new mobile releases

In today's mobile roundup: How consumers are using mobile devices and two new releases for the mobile space than can help brands better understand their mobile consumers.

by Kristina Knight

First, Fluent has released a report based on mobile users' actions within their network through Q1 2015. The data shows well over half (58.2%) of their network interactions are from mobile devices; that is a 2% increase over Q4 2014. Researchers say this could be an indicator that mobile usage is steadying. Other interesting findings from the report include:

• Media/Enteretainment interactions pushed past Retail in the quarter
• Android accounted for about 66% of mobile interactions
• Women were most likely to use mobile devices

And Kochava has added a new fraud detection element to their platform; the tool uses data to identify fraudulent mobile advertising activities. According to Google more than half (56%) of ad impressions are now fraudulent.

"Today, fraud in mobile advertising is real, and it's not only costing app marketers billions of dollars in wasted campaign spend, it's also driving faulty campaign performance results," said Charles Manning, Kochava CEO. "The problem is further compounded as this misleading data is then used by our customers to make their optimization decisions. Identifying and helping to eliminate this fraudulent traffic saves our customers money, and enhances their campaign optimization capabilities at the same time."

Meanwhile, mobile data hub wefi has launched Compariscope. The mobile data tools gives brands a 360 degree view of user behaviors within the app space. This gives brands insights into hyper-local and geo-based mobile data.

"Expanding into the competitive intelligence domain and launching Compariscope by wefi is a natural evolution of our mobile data analytics and network management business," said Zur Feldman, CEO, wefi. "Success in today's digital economy requires marketers to have a comprehensive view of the app universe. Until now, that view has been limited to a company's in-app data and generic market benchmarks. We are excited to up the ante by delivering marketers a new competitive advantage of previously unavailable insights."

Tags: Fluent, Kochava, mobile marketing, mobile trends, mobile use trends, wefi

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