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BizReport : Research archives : June 13, 2012

How people are engaging in hot mobile space

A new forecast from eMarketer predicts mobile tablet users (US) could double in 2012 to reach almost 70 million. That would make nearly one-third of online US consumers mobile-via-tablet. More than 50 million are expected to use Apple's iPad by year'd end, but Apple's market share is expected to begin declining, by as much as 68% in 2015 as competitor products reach the market.

by Kristina Knight

But the growth of mobile has many mobile brands looking for ways to engage. One new offering, from Webtrends and Ensighten, may simplify brands' move into the mobile space by allowing for real-time changes to in-app tags for both iOS and Android devices. Changing tags on the fly solves the problem of consumers finding a product or brand because of bad tags.

Why is this important? Because of the growing number of consumers in the mobile space, engaging with content.

Millennial Media's latest SMART Report finds the sports category to be one of the hottest verticals in mobile. The Sports vertical grew by nearly 300% while four other verticals all showed over 100% growth (Year over Year). Brands are moving into mobile to sustain presence, they report, and to do that brands are giving consumers more control. More than 40% of campaigns on the Millennial network allowed for app downloads as an actionable item while 21% utilized mobile social media.

Meanwhile Velti has released May numbers, which indicate Apple's iPod Touch is pushing a lot of mobile ad impressions. The iPod touch, finds Velti, grabs more ad impressions than all Android devices and is even getting more impressions than it's big brother, the iPad. Other interesting findings include:

• Mobile transactions have increased 9% over the past 3 months
• Most mobile purchases come from in-game activities, donations or physical goods purchases
• In May Apple's iOS captures 59% of ad impression volume
• Wi-Fi connected mobiles are responsible for 75% of mobile ad impressions

Tags: Ensighten, Millennial Media, mobile ad impressions, mobile ads, mobile device trends, mobile marketing, tablet ads, Velti

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