go-Digital Blog on Digital Marketing

Ad Data Reveals Surprising Patterns In Location-Based Mobile Usage

Source: https://intelligence.businessinsider.com/welcome

Mobile users are heavily engaged on their devices at the shopping mall, according to a recent report by JiWire, a location-based mobile advertising company.

JiWire’s data flows from its network that serves ads to some 50 million mobile users. Enabled by public Wi-Fi access at thousands of sites, JiWire’s ads allow advertisers to target users at malls, restaurants, retail stores, school campuses, airports, and other sites. 

JiWire’s latest data reinforces some commonly held ideas about mobile device use, but challenges others. For example, ad requests were heaviest at shopping malls— more so than at restaurants, for example— revealing how mobile devices have become a valued tool for shopping and leisure.

Other data showed surprising patterns. Ad requests were higher at hotels than at retail stores. And, finally, big-box stores saw more mobile ad requests than specialized retailers like clothing and electronic stores, despite all the hand-wringing over showrooming. 

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Data is starting to trickle in and shape our understanding of the nascent mobile ad market. According to data from Flurry Analytics, 25- to 34-year-old females are the most valuable demographic for advertisers and publishers (as measured by the underlying click-through and conversion rates).

This is not surprising: Young people have adopted smartphones at a much higher rate than their parents. However, mobile CPMs will eventually even out as penetration picks up amongst older age groups. Furthermore, women should be more valuable because they historically have controlled household expenses and there is some evidence that they use smartphones more than men while shopping.

Finally, the eCPMs strike us as pretty high—even as smartphone usage has exploded, demand seems to have held up.

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See Also:

• Smartphone Sales Will Reach Nearly 1.6 Billion Units By 2016
• Here’s What Retail Customers Are Actually Doing With Their Smartphones
• Online Video Advertising Takes Off

After less than two years in business, Pinterest is already one of the most popular social networks in the world, as measured by engagement, according to data from comScore, via BI Intelligence.

As you can see here, it’s ranked just below Facebook and Tumblr as the most popular site to hang out on.

One other thing of note on this chart is Twitter’s low engagement rate. It’s somewhat surprising, but we’d guess it’s a mix of factors. One being that mobile app usage is big for Twitter. The other being that clicking on links on Twitter takes you off of Twitter, unlike the other sites which encourage you to click to content they host.

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See Also:

• Every Single Social Network Explained Through Donuts
• The Reason Eduardo Saverin Isn’t Listed As One Of Facebook’s Top Shareholders
• Facebook Valuation Surges Past $100 Billion On Private Markets

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