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Direct Response Marketing

Ad Impressions Grow Among Tablets, Non-Phone Connected Devices

13 Jun, 2012 By: Jackie Jones


BALTIMORE – Advertising impressions among tablets and non-phone connected devices are significantly growing, according to the latest data from Millennial Media.

Non-phone devices – such as tablets – accounted for 20 percent of all impressions on the Millennial Media platform during the first quarter of 2012, compared to 15 percent in the same time period of 2011, according to Millennial Media’s Q1 Mobile Mix Report.

“Tablets and other non-phone connected devices have established a clear role in the growing mobile ecosystem,” said Jamie Fellows, senior vice president of product at Millennial Media. “The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future.”

Millennial Media’s report also found that Android remained the top overall operating system on its platform in Q1 2012, with a 49-percent share of impressions. Apple remained the leading individual mobile device manufacturer, according to the report.

Other highlights from the Millennial Media Q1 Mobile Mix Report included:
• The Apple iPad, Samsung Galaxy Tab and Amazon Kindle Fire were the top tablets in Q1, and all three were among the top 20 mobile devices.
• The Apple iPhone remained the leading individual mobile phone.
• Android made up 14 of the top 20 mobile phones.
• Samsung was the second leading manufacturer and had 4 of the top 20 mobile phones.
• Gaming was the top mobile app category and grew 10 percent compared to Q4 2011.
• Mobile video views increased 958 percent from Q2 2011 to Q1 2012.
Past studies have shown that advertisements housed on tablet devices may be more effective in garnering consumer attention and engagement than those on other devices (Response This Week, Aug. 23, 2011). 

“How people will respond to advertising on tablets and E-readers is an important concern for marketers,” said Michal Galin, senior vice president of GfK MRI Starch Advertising Research. “These new findings certainly speak to the comparative power of tablet magazine ads to motivate and engage consumers.”
 


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