According MobileSTAT from Jumptap, screen size doesn’t always matter when it comes to mobile ad performance. Data from the study showed that the Amazon Kindle Fire, which measures seven inches in length, had a 1.02% click-through rate (CTR) while the slightly larger, 9.7 inch iPad had a 0.9% click-through rate. While tablets tend to have higher CTRs than smartphones, screen size isn’t always a predictor. Click Through Rate by Mobile Device DeviceScreen Size “CTR % Kindle Fire 7.0” 1.02% Apple iPad 9.7 .90 Apple iPhone 4.0 .84 Samsung Note 5.3 .58 Samsung Galaxy S 3.5 .53 Samsung Galazy Tab 10.1 .53 Xperia Mini 2.5 .42 B&N Nook 7.0 .36 Source: Jumptap, June 2012 Paran Johar, Chief Marketing Officer, Jumptap, says “... what makes the mobile market thrive are the... features, functionalities and form factors of each device. “ Ownership of tablets and purchasing on tablets is heaviest among older Millennials, those 25-34 years-old, says the report. Millennials as a whole, ages 18-34, are most likely to use an iPad, while Baby Boomers are the heaviest users of the Kindle Fire. Tablet Ownership (vs average) Millennials (18-34) 23% more likely to own an iPad 16% less likely to own a Kindle Fire Generation X (35-44) 3% more likely to own an iPad 10% less likely to own a Kindle Fire Baby Boomers (45-64) 3% less likely to own an iPad 19% more likely to own a Kindle Fire Source: Jumptap, June 2012 Tablet Purchaser by Tablet OwnershipAge GroupOwn a TabletMade Purchase on Tablet 18-24 7% 11% 25-34 24 19 35-44 23 12 45-54 8 18 55-64 2 11 Source: Jumptap, June 2012 Additional MobileSTAT findings: On Kentucky Derby day, mobile trafc around Louisville, KY grew steadily as the day progressed, then spiked in the evening shortly after the race. At the time of the race itself (6:24 PM), there was a brief dip in local trafc, likely due to fans looking up from their devices to watch the action. For advertisers planning campaigns around live events: expect a surge in traffic directly following the event itself, says the report. Based on analysis of mobile ad campaigns by companies in the Quick Service Restaurant industry, consumer interest in fast food ads peaks on the weekends QSR ads see CTRs that are 9.9% higher than average on Saturdays and 5.9% higher than average on Sundays. The same ads garner their lowest CTR on Tuesday, which came in 5.7% lower than the average. Fast Food Advertiser Mobile CTR by Day (Q1 2012) DayDaily CTR ± Average (%) Monday -2.3% Tuesday -5.7 Wednesday -1.2 Thursday -5.1 Friday -3.4 Saturday +9.9 Sunday +5.9 Source: Jumptap, June 2012 Finally, eMarketer estimates that there will be 54.8 million tablet users in the US by the end of 2012, with the number jumping sharply to 89.5 million users by 2014. For more information from Jumptap, please visit here,