Mobile Advertising Growth Steadies

Mobile as a percentage of all online interactions did not grow in the first quarter of 2015 -- showing signs that consumer use of the media remains steady with few spikes and dips in a day, according to one report. Some 44.9% of females used desktop, compared with 48.8% of males, with mobile taking a 55.1% and 51.2% share among males.

Fluent's Devices and Demographics: Q1 2015 report analyzes the attributes of digital consumers, including how they use their mobile devices to gain information and for mobile commerce. Some 58.2% of interactions across Fluent's ad network took place on mobile devices in first-quarter 2015, down slightly sequentially from 60.2%. At 2%, the difference is negligible, but suggests that mobile vs. Web may be stabilizing.

The report notes that in the first quarter of the year, consumers used mobile devices more than desktop through the day, but reached its peak at 4 p.m. Usage fluctuated across mobile and desktop, with the least activity taking place between 3 a.m. and 5 a.m. The largest disparity occurred at 9 p.m., when mobile activity was nearly 1.5 times more than desktop. 

About 80.1% of ads served to 18- to-24-year-olds in the first quarter were on mobile devices compared with 70.5% in the fourth quarter of last year. Mobile use declined even further across consumers 65 and older, from 32.9% to 27%.

Android remained the dominant mobile operating system in first-quarter 2015, accounting for more than two-thirds of all mobile interactions on Fluent’s ad network. Nearly seven in 10 consumers during the quarter running across Fluent's ad network operate Android devices -- about 70% in the quarter and up 3% sequentially -- while users of iOS devices fell to 29.6% from 31.8%.

The findings from the report are based on tens of millions of U.S. consumers interacting with Fluent 's advertising network between Jan. 1, 2015, and March 31, 2015. The data reflects more than 500 B2C brands and direct marketers from retail, CPG, travel, financial, media, health, and telecommunications industries.

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