Mobile Apps Now Majority of Digital Time in The US

Mobile apps
Mobile applications have reached another threshold, according to comScore data. After exceeding the desktop web in share of digital time spent in January, mobile apps accounted for a majority 51% share of total digital consumption in May, per comScore’s figures. In fact, mobile web and apps together accounted for 60% share of digital media time spent in May, up from 50% share a year earlier.

Mobile apps

Mobile apps’ consumption disparity with the mobile web is so great that Flurry estimates that time spent with the Facebook app exceeds the entire mobile web.

Social networking is becoming more heavily mobile-centric, reveals comScore, with the data showing that 71% of social networking time is spent on mobile platforms. Indeed, comScore indicates that the primary Facebook app accounted for 18% of all mobile time, an estimate in line with Flurry’s figure of 17% share (limited to Android and iOS).

The figures released by comScore note that total mobile engagement on social media has increased by 55% during the past year. Given that social accounts for one-fifth of total digital time spent, the data suggests that mobile social networking represents about 1 in every 7 minutes spent online in the US. Another extrapolation of the data suggests that almost 1 in every 10 minutes spent online is with the Facebook app.

Social networking is not the category most heavily influenced by mobile, though. That distinction belongs to radio and photos, each of which sees 96% of consumption occurring on mobile devices.

Take your marketing to the next level. Call Lori at 877.447.0134 today.

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Mobile’s Share of Email Opens By Time of Day [report]

Mobile Email
Mobile’s share of email opens continues to increase, with various sources reporting that share to be 50% or higher. A new report from Knotice pegs mobile’s share of commercial email opens at 48% during the second half of 2013, and analyzes how that share varies throughout the day. Mobile’s role tends to be greater in the pre-workday morning hours and in the evening, with tablets coming out at night.

 Mobile Share of Email Marketing by time of day

While the share of opens occurring on mobile phones was more than twice the share occurring on tablets between 9AM and 2PM, that wasn’t the case for the afternoon and evening hours. In fact, the tablet share of opens rose throughout the afternoon hours, reaching a peak at 9PM (25.5% share). At that hour, phones’ share of opens was only about 11% higher than for tablets.

Overall, the share of email opens occurring on a mobile device (phone and tablet) showed two peaks. The first was at 5AM, when they reached 52.8% share of opens, and the second was at 9PM, when they accounted for 54% share. When limiting the analysis to mobile phones, though, there were 3 mini-peaks: at 5AM (33.4% share); at 11AM (31%); and at 5PM and 6PM (31.1% share each).

The results suggest that mobile email opens trends haven’t changed too much over the past couple of years; back in October 2012, a study from TailoredMail found that mobile email opens tended to peak in the hours immediately preceding and following the traditional workday.

The Knotice report also reveals some other interesting trends: for example, despite their mini-peaks, mobile phones’ share of opens tends to stay quite constant throughout the day, ranging from a low of 27.4% share at 8AM to a high of 33.4% share at 5AM. There’s much more variance in tablet opens, which ranged from a low of 12.2% share at 10AM to a high of 25.5% share at 9PM. In other words, the mobile peaks tend to be driven more by tablet use than mobile phone use.

The report also illustrates that the tablet share of opens was notably higher in the second half (H2) of the year compared to the first half (H1).

For data on when B2B buyers and decision-makers access email on their mobile devices throughout the day, see the recent MarketingCharts Debrief, “Reaching and Influencing B2B Buyers and Decision-Makers”.

Other Findings:

  • The iPhone (25.6%) and iPad (15.7%) combined for more than 41% share of email opens in the second half of the year, compared to just 6% share for Android devices. This can be attributed to the manner in which a mobile open is recorded based on images downloaded… It also could be impacted by email app preview panes. Image download is not a default setting for all smartphones (particularly Android ones).
  • The 48% share of email opens attributed to mobile devices in H2 was up from 41% share in H2 2012.
  • Mobile’s share of email opens was highest in the consumer services (54.8%) industry in H2 2013, with consumer products (38.1%) on the lower end. Retail (49.2%) saw a high share of opens and B2B (37.6%) a relatively low share, consistent with recent data from Experian Marketing Services.
  • Mobile phone and tablet click-to-open (CTO) rates were highest for the financial services and consumer products industries, but continue to lag desktop. That aligns with findings from Yesmail Interactive, which indicate higher CTO rates on desktop than mobile.

About the Data: The report is based on a composite cross sampling of approximately 500 million emails sent across 11 industry segments in each half of 2013 in North America.

Are you email marketing campaigns optimized for mobile? Don’t miss any opportunities, call 877.447.0134 today.

Mobile & Video Ads Deliver More per Impression

mobile video ads
In the first quarter of 2014, the vast majority of digital marketing spend across display, social, video and mobile was allocated to display ads (83%), which delivered 84% share of actions. Video (4% share of impressions) and mobile (1% share) ads each outperformed in terms of share of actions, with video accounting for 6.5% share and mobile 2.5% share. While social captured 12% of impressions, it accounted for a relatively smaller 7% of actions, likely due to its influence being more in the upper funnel.

Mobile & Video Deliver More Per Ad Impression

The study finds that as was the case last year, social ads continue to outperform portals, networks and exchanges in “reach efficiency,” which measures channels’ efficiency in reaching new users and takes into account cost-per-unique-user.

About the Data: For the Q1 2014 Neustar Media Intelligence Report, data was compiled from a representative sample of its customer base. This includes 28 billion impressions across approximately 152 billion ad events. Data represented in the report covered over 1300 different inventory providers across key vertical industries such as CPG, Education, Entertainment, Health, Media, Retail, and Telco.

How are you using mobile and video? To learn more call Lori at 877.447.0134.

Mobile Ad Spending to Overtake Display Ads by 2016 [study]

Mobile Advertising
Mobile ad spending is growing at such a rate that it will soon overtake display advertising to become the second-largest digital advertising channel in the US, according to PricewaterhouseCooper’s annual Entertainment and Media Outlook study. The study forecasts a 22.1% compound annual growth rate (CAGR) for mobile advertising from 2013 through 2018, versus a 9% CAGR for internet advertising as a whole. As such, mobile should account for 29.2% of online ad revenues by 2018, almost double its share (16.6%) from last year. That translates to a projected spending of $19.2 billion on mobile advertising in 2018, from $7.1 billion last year.

Online-ad-revenues

Another rapidly growing channel is online video advertising, predicted to grow at a compound annual rate of 19.5% from 2013 through 2018. But video ad revenues are growing from a smaller base, and will constitute a relatively smaller 10% share of the digital advertising pie in 2018. The analysts note that video ad revenue is growing in response to increasing audiences. Online video ads did indeed reach a larger share of the online population last year, although the huge growth in online video ads viewed during the year was more the result of viewers being exposed to ads much more frequently.

Meanwhile, paid search will continue to dominate the online advertising market through the forecast period, although its share will decline. Last year, search captured 43% of all digital advertising dollars, with that figure projected to drop to 37% by the end of the forecast period. That’s partly the result of search dollars moving to mobile, per a recent report from the IAB and PwC.

Do your ad campaigns include mobile? Call Lori at 877.447.0134 to learn more.

Mobile Ad Spending More Than Doubled in 2013 [study]

Driven by Facebook and Google, Mobile Ad Market Soars 105% in 2013

Mobile Ad Spending
Last year, global mobile ad spending increased 105.0% to total $17.96 billion, according to new figures from eMarketer. In 2014, mobile is on pace to rise another 75.1% to $31.45 billion, accounting for nearly one-quarter of total digital ad spending worldwide.

Facebook and Google accounted for a majority of mobile ad market growth worldwide last year. Combined, the two companies saw net mobile ad revenues increase by $6.92 billion, claiming 75.2% of the additional $9.2 billion that went toward mobile in 2013. The two companies are consolidating their places at the top of the market, accounting for more than two-thirds of mobile ad spending last year—a figure that will increase slightly this year, according to eMarketer.

Facebook in particular is gaining significant market share. In 2012, the social network accounted for just 5.4% of the global advertising market. In 2013, that share increased to 17.5%, and eMarketer predicts it will rise again this year to 21.7%. Google still owns a plurality of the mobile advertising market worldwide, taking a portion of nearly 50% in 2013, but the rapid growth of Facebook will cause the search giant’s share to drop to 46.8% in 2014, eMarketer estimates.

The rapid pace at which mobile has taken over the company’s ad revenue share indicates Facebook’s mobile future. In 2012, only 11% of Facebook’s net ad revenues worldwide came from mobile, and last year, that figure jumped to 45.1%. In 2014, eMarketer estimates that mobile will account for 63.4% of Facebook’s net digital ad revenues. Mobile accounted for 23.1% of Google’s net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8% this year.

eMarketer bases forecasts on a multi-pronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. They analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

Are you using mobile advertising? Call 877.447.0134 to learn more.

Mobile Time Now Exceeds Desktop Time [study]

Rising time spent with mobile applications over the past year means that Americans now spend more time on a monthly basis with apps than they do accessing the internet from desktops, says comScore in new data. That threshold was passed for the first time in January, per the data, when Americans spent 46.6% of their total internet time with mobile apps, compared to roughly 45.1% spent accessing the internet from a desktop and the remaining 8.3% using mobile browsers.

Mobile Web Time Now Exceeds Desktop Web Time
Mobile apps surpassed desktop in January on the back of a 9.3% month-over-month increase in total minutes spent. Desktop web access declined by 1.7% during that span, while total time spent accessing the web via mobile browsers slipped by 3.1%.

It’s possible that the data for February would show mobile app use slipping behind desktop use again – after all, it took a large month-over-month increase for app consumption to move ahead of desktops, and the numbers appear to fluctuate from one month to the next. But even if the results reverse over a month or two, the longer-term trends favor app use eventually exceeding desktop web consumption for good.

That’s because over the trailing 12 months, total minutes spent accessing the internet from desktops declined by roughly 3.5% (not a precipitous decline, to be sure), while time spent with mobile apps surged by 43.7%. Total minutes spent accessing the internet via mobile browsers, while small in comparison, also picked up steam, increasing by 41.4% between February 2013 and January 2014.

Both mobile app and mobile web consumption should be expected to continue to increase, given the trajectory of smartphone penetration in the US. Various research outlets are reporting that tablet ownership now exceeds 40% of American adults.

In other recent news from comScore, travel site categories accounted for 6 of the 10 fastest-rising categories in January, measured by month-over-month percentage change in unique visitors from desktops. Yahoo maintained its position as the top web property, with 192.1 million unique desktop visitors, continuing to edge Google (189.2 million). AddThis was the top syndicated ad focus entity with 97.2% reach among online Americans, while Google Ad Network was the top ad/buy-side network (94.5% reach) and Rubicon Project retained the lead among DSP/SSP/Ad Exchange entities with 96% reach.

Is your web site optimized for mobile? Call 877.447.0134 to learn more.