It might be of no surprise that mobile advertising for the restaurant industry, and related services, spikes on Saturdays – its CTR (Click Through Rate) jumps to almost 70 per cent more than average. But that high also continues up until Monday, according to Jumptaps October MobileSTAT report.

CTR falls slightly on Sundays, to 50 per cent over the average, and to around 20 per cent above on Mondays. Also surprising is the fact that CTR on Fridays falls 20 per cent below average. It seems that mobile users arent planning their weekend fun in advance – at least not with the help of ads.

The report also looked at device usage during various points in the day, comparing the iPhone and iPad. Usage is lowest on both devices in the morning, between 8am and noon; both then climb during the day, with the iPad coming into its own in the evening. Between 4-8pm, iPhone usage is 16 per cent higher than the average level, but iPads usage is 57 per cent above average. The most common time for using the devices is between 8pm and midnight, with usage 52 per cent above average on iPhone, and a whopping 87 per cent on iPad.

Seasons clickings

With the end of the year, approaching, Jumptap has also taken a look at the effects of the holiday season historically. Christmas Eve, Christmas Day, and New Years Eve all see a rise in both traffic (around 10 per cent in all cases) and CTR. But by far the greatest effect is on New Year’s Day, which sees the smallest jump in traffic, at four per cent. However, with those users presumably pinned to their sofas by the effects of the night before, CTR jumps to a mighty 37 per cent above the average.

Its also worth noting that December and January have historically delivered the highest CTR (22 per cent and 16 per cent above average, respectively), but conversation rates are highest during the summer months, reaching a peak of 81 per cent above average during July 2011.