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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/ --


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


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


Boston, Massachusetts


August 14, 2014


Full Online Insights Research Report [Abstract and PDF]


Research Summary and Key Findings


Blog Post



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

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