Welcome!

News Feed Item

Burst Media Mobile Usage Survey Provides Marketers Insight into How and Where to Spend Dollars on Smartphones and Tablets

Results suggest marketers have distinct mobile options to impact decisions at the physical place of purchase--and recall rates of mobile video ads indicate opportunities for branding and awareness

BURLINGTON, Mass., Aug. 14, 2014 /PRNewswire/ --

WHAT

Fifty-one percent of the US population uses a smartphone and 46% uses a tablet at least once per month, according to eMarketer's 2014 estimates—both up from 2013.1 Given the increase in consumers' use of mobile devices, it is not surprising that mobile advertising spending is seeing a meteoric 83% increase in 2014 (vs. 2013). By 2015, mobile ad spending will grow by another 50% to $26.6 billion.2

 

To better understand the impact the mobile revolution is having on consumer behavior, Burst Media surveyed nearly 750 US online adults aged 18 or older who use a mobile device to access the mobile web and/or applications. We conducted the study in the first three weeks of June and focused on device preference, apps used, reaction to advertising and mobile video consumption.

 

Key Findings

  • Smartphones edge tablets as the primary device for accessing the mobile web and applications. A majority (54.4%) of respondents say smartphones are their go-to device, vs. 32.2% who say tablets.
  • Women generally spend more time than men accessing the mobile web and/ or applications. In a typical day, 74.6% of women vs. 60.5% of men spend at least an hour accessing the mobile web and/or applications from a mobile device. 
  • Mobile browsers are used more than apps. One-third (33.4%) of all respondents say most or all of their mobile time is spent with a mobile browser, vs. 15.8% for apps—26.1% say their time is split equally. 
  • App usage differs by gender and primary device type. One-half (49.8%) of women vs. one-third (32.3%) of men use social media apps in a typical week. 
  • Primary tablet users are more likely than primary smartphone users to have clicked on in-app ads. Three-in-five (61.9%) primary tablet users vs. 54.1% of primary smartphone users have clicked on ads that appear within apps. 
  • Men are more likely to have clicked on an ad within a mobile browser. Three-fifths (63.1%) of men clicked on mobile browser ads vs. 52.3% of women. 
  • Two-thirds of respondents use mobile devices inside retail locations. Among these respondents, 50.4% of women and 37.1% of men have accessed coupons. 
  • The vast majority (80.4%) of respondents watch online videos on their mobile device(s). Nearly 3-in-5 (57.9%) women and 52.1% of men frequently watch videos on their devices via a mobile browser and/or app(s).

1eMarketer, March and April 2014. 2eMarketer, June 2014

WHO

Mark Kaefer, Marketing Director at Burst Media, is available for interviews about the survey.

WHERE

Boston, Massachusetts

WHEN

August 14, 2014

LINKS

Full Online Insights Research Report [Abstract and PDF]

http://burstmedia.com/index.php/newsroom/2014/08/13/mobile-devices-and-marketing-a-look-at-user-preferences-and-behaviors-for-advertiser-opportunities

 

Research Summary and Key Findings

http://burstmedia.com/index.php/newsroom/2014/08/13/burst-media-mobile-usage-survey-provides-marketers-insight-into-how-and-where-to-spend-dollars-on-smartphones-and-tablets

 

Blog Post

http://burstmedia.wordpress.com/2014/08/13/mobile-devices-and-marketing/

 

Company

www.burstmedia.com

www.twitter.com/BurstMedia

www.facebook.com/burstmedia

www.linkedin.com/company/burst-media

About Burst Media
Founded in October 1995, Burst is a full service provider of digital advertising solutions for Independent Web publishers and brand advertisers.

We've grown up in the digital space and clearly see how it fosters vibrant and diverse communities that are redefining the way brands must communicate, interact and engage with consumers. For Burst nowhere is the power of communities more current than in the Independent Web – and the Independent Web is what Burst believes in. Where we succeed is bringing the Independent Web to brands that want to reach loyal, highly segmented audiences – no one does it better and at greater scale than Burst. Burst is the Independent Web – and through our direct publisher relationships and our cutting-edge creative solutions we bring success to publishers, advertisers and audiences alike.

In addition to our digital media offerings, we also market AdConductor, an ad management solution, to ad-supported businesses such as ad networks, technology providers, portals and individual web sites.

About Online Insights
Trends in Internet use and consumers' online purchasing behaviors are constantly evolving, so it can be very difficult to stay up to speed. That's why Burst Media publishes Online Insights—a research series that highlights emerging trends in online media and ecommerce. Findings reported in Online Insights are based on an online survey fielded across a collection of the company's sites.

SOURCE Burst Media

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Deploying applications in hybrid cloud environments is hard work. Your team spends most of the time maintaining your infrastructure, configuring dev/test and production environments, and deploying applications across environments – which can be both time consuming and error prone. But what if you could automate provisioning and deployment to deliver error free environments faster? What could you do with your free time?
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
UpGuard has become a member of the Center for Internet Security (CIS), and will continue to help businesses expand visibility into their cyber risk by providing hardening benchmarks to all customers. By incorporating these benchmarks, UpGuard's CSTAR solution builds on its lead in providing the most complete assessment of both internal and external cyber risk. CIS benchmarks are a widely accepted set of hardening guidelines that have been publicly available for years. Numerous solutions exist t...
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
IoT generates lots of temporal data. But how do you unlock its value? You need to discover patterns that are repeatable in vast quantities of data, understand their meaning, and implement scalable monitoring across multiple data streams in order to monetize the discoveries and insights. Motif discovery and deep learning platforms are emerging to visualize sensor data, to search for patterns and to build application that can monitor real time streams efficiently. In his session at @ThingsExpo, ...
Verizon Communications Inc. (NYSE, Nasdaq: VZ) and Yahoo! Inc. (Nasdaq: YHOO) have entered into a definitive agreement under which Verizon will acquire Yahoo's operating business for approximately $4.83 billion in cash, subject to customary closing adjustments. Yahoo informs, connects and entertains a global audience of more than 1 billion monthly active users** -- including 600 million monthly active mobile users*** through its search, communications and digital content products. Yahoo also co...
"Avere Systems is a hybrid cloud solution provider. We have customers that want to use cloud storage and we have customers that want to take advantage of cloud compute," explained Rebecca Thompson, VP of Marketing at Avere Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Choosing the right cloud for your workloads is a balancing act that can cost your organization time, money and aggravation - unless you get it right the first time. Economics, speed, performance, accessibility, administrative needs and security all play a vital role in dictating your approach to the cloud. Without knowing the right questions to ask, you could wind up paying for capacity you'll never need or underestimating the resources required to run your applications.
"We view the cloud not really as a specific technology but as a way of doing business and that way of doing business is transforming the way software, infrastructure and services are being delivered to business," explained Matthew Rosen, CEO and Director at Fusion, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...