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BizReport : Mobile Marketing : January 04, 2012

How those new mobiles are connecting

Smartphones have been available for a few years now, but 2011 saw an upsurge of adoption with many more people switching from feature to smartphones and engaging with content, games and even advertising differently. Smartdevices - tablets, ereaders, etc. - also saw an upsurge, but that has many brands and merchants wondering - just what are consumers doing with those devices?

by Kristina Knight

Kindle-JiWire.jpgThe simple answer is connecting. Whether to Facebook or Twitter or browsing mobile sites, consumers are engaging more often with content, email and information thanks to the mobile revolution.

So, we know now that mobile devices - tablets, e-readers, smartphones - were under a lot of trees and inside a lot of trees this holiday season. But what does that really mean? JiWire breaks down some of the new hotspots for mobile devices.

JiWire looked at their audience data - consumers using their platform - and found the following:

• Kindle Fire tripled connections in the US while iPad decreased connections just over 4%
• Smartphones now boast more connections (US) than laptops (38% connect via laptop, 50.8% connect via smartphone)
• Pre-holiday 51.3% connected via laptop, 38% connected via smartphone
• iPad, Kindle Fire and Samsung's Galaxy control the top three devices using public WiFi in the US
• iPad, Samsung Galaxy and Olivetti Olipad control the top three devices using public WiFi in the UK

Many of these mobiles are watching video content through their new devices, which can only help the video market. In October comScore reports 200 billion video clips were viewed online, with YouTube serving two of five clips (globally). Youku, based in China, served the second largest number of clips (4.6 billion) and VEVO accounted for 3.7 billion clips. comScore estimates more than 90% of people in Canada, the US and UK are now watching online video.

Tags: comScore, iPad, JiWire, Kindle Fire, mobile content, mobile device trends, mobile marketing

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