Commentary

It's Not All About Size

by Jack Loechner , Staff Writer, June 18, 2012

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
*Device*	*Screen 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 Ownership
*Age Group*	*Own a Tablet*	*Made 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)
*Day*	*Daily 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,

research, tablet

2 comments about "It's Not All About Size".

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Mike Dawson from Solly Labs, June 18, 2012 at 10:43 a.m.
The higher click through rate (CTR) the Kindle generates according to this new research is in my view down to the "purchase commitment" that users have already made via the device.
Once users have made a purchase via a tool (in the Kindle Fire regard they will almost certainly have purchased E-Books for their device via the device) they become more comfortable with the idea of purchasing. Most of the other devices mentioned in the research may not require purchases via the device for effective use. What I take from the research is that the "click through" itself is significant, it shows an acceptance that a purchase may be the end conclusion of the click through. The end conversion of course down to the quality of what is presented on the landing page.
Mike
sollylabs.blogspot.com
Reply

PM Digital from PM Digital, June 18, 2012 at 1:41 p.m.

Great article! These stats tell us a lot about how to target users. For one, the report indicates that businesses hoping to target a younger demographic should focus on iPad ads, whereas ads meant to target older generations should appear on the Kindle Fire. Additionally, advertisers should strive to strategically plan when their ads appear on devices—the report indicates it is worth paying attention to major athletic events. The upcoming Olympics should provide a great opportunity for advertisers to drive traffic to their sites.
Lastly, although the CTR difference between the iPad and Kindle Fire indicates that size does not matter, it is worth emphasizing the fact that tablets do have higher CTRs than smartphones. The comparison between tablets and smartphones indicates that size does matter and advertisers should certainly keep this in mind.