According to a new report from Jumptap, a majority of US mobile web users spend more time engaging with content through their mobile device’s browser than mobile applications, particularly those that are ad-supported.
Data from the month of April is compiled in the new S.T.A.T. (Simple Targeting & Audience Trends) report.
The findings indicate that more than 58% of mobile internet users are getting content through their browser, as opposed to 42% from ad-supported apps.
The report evaluated 10 billion ad requests made to the Jumptap network by 83 million unique users.
“Analysis found that ad engagement trended upwards with age and income,” the Jumptap report states. “Consumers aged 40 and over were almost five times more likely to engage with an ad when compared to younger mobile consumers.”
Additionally, users with annual income above $50K are twice as likely to engage with ads as those earning less.
“Our findings reinforce the premise that the mobile ad experience is clearly differentiated from that of the PC web. Advertisers are starting to embrace the possibilities of this very personalized, engaging medium and adjusting their campaign strategies and ad spending accordingly,” says Paran Johar, CMO of Jumptap. “Anecdotally we’re seeing that brands are shifting more campaigns to mobile because they are getting better direct ROI, engagement and recall across all types of product categories.”
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