Consumers “Prefer Mobile Web to Apps”

A report from mobile ad network Jumptap has found that more US ad requests are coming from mobile browsers than through mobile apps. The study found a 58 per cent to 42 per cent split in favour of ads requested on a mobile browser, as opposed to apps. 

The Jumptap study evaluated 10bn ad requests made to the network by 83m unique users. The company says that ad engagement trended upwards with the users age and income. Consumers aged 40 and over were almost five times more likely to engage with an ad, compared to younger consumers. Similarly, users with annual income above $50,000 (£31,000) were twice as likely to engage with ads as those earning less than $50,000.

“Our findings reinforce the premise that the mobile ad experience is clearly differentiated from that of the PC web,” says Jumptap CMO, Paran Johar. “Advertisers are starting to embrace the possibilities of this very personalised, engaging medium and adjusting their campaign strategies and ad spending accordingly.” Johar adds that he believes that brands get better ROI and engagement via mobile advertising than desktop advertising. 

Android leads ad requests, with a 39.1 per cent share. iOS has 29.8 per cent and RIM has a 24.8 per cent share. Apples iOS maintains the lead for user engagement, says Jumptap. 

The findings were published in Jumptaps monthly STAT (Simple Targeting & Audience Trends) report. You can download a full copy of the report at the Jumptap website