Mobile advertising network Mojiva today released data from its monthly report on carrier, operating system and device activity, indicating that while Android users are the most active, Blackberry users show the highest engagement with mobile advertising.
Focusing on Thanksgiving weekend in November, Mojiva found that Android users held the greatest share of activity on both the mobile Web and apps with 37% of total network share, while RIM users showed the highest engagement overall with a CTR of 0.75%. The report, aptly named “The Mullet,” also shows devices running Symbian still have a strong presence internationally due to Nokia’s longstanding stronghold, however iPhone devices still lead — especially in highly-dense mobile communities like the US, UK and Canada.
While the iPhone OS remained dominant in the global market, based on the network’s mobile unique users, its market share still dropped 11 percentage points to 36%, while Symbian rose to 25% — up 4% from the previous month. Android uniques fluctuate month over month, the company said, but was just 2 percentage points behind iOS in November. In terms of creative, the report indicates rich media advertising has dramatically increased in the past few months. “Many agencies are embracing HTML5 and enhanced media creatives for both the mobile Web and applications,” the report said.
“Android’s growth has translated in both the U.S. and international markets. Additionally, we saw how Android and RIM were used during the shopping-specific Thanksgiving timeframe and how successful they were; a valuable insight for retailers considering or currently utilizing mobile advertising as part of their marketing mix.” said Mojiva, Inc’s CEO, Dave Gwozdz. “Mobile advertising will continue to evolve as new devices, new operating systems and new capabilities enter the market. We are keenly observing how the industry plays out as it will impact a marketer’s spend on this channel.”
