Research by mobile advertising technology company Fluent has revealed mobile usage may be leveling out. The news comes from its Devices and Demographics report for Q1 2015, which uses data collected from its online and mobile advertising network for the first three months of the year, and is based on millions of interactions.
According to the data, 58.2% of the interactions on Fluent’s ad network came from mobile devices this year, which is slightly down on the 60.2% recorded during the last three months of 2014. Fluent notes that the 2% change is negligible, but does suggest mobile versus desktop is stabilizing at this point in time.
Fluent’s data shows a slight drop in mobile ad interaction in early 2015
Diving deeper into Fluent’s data, there is an interesting juxtaposition between age groups and the devices used. A massive 80.1% of those aged between 18 and 24 used mobile devices to get online, leaving 18.1% using a desktop computer. At the other end of the scale, 73% of those aged 65 and over use a desktop. Fluent also shows that mobile use is more popular than a desktop at all times of the day.
Looking at the categories that are performing best on Fluent’s ad network, media and entertainment took the number one spot from retail, with 23.9% and 22.6% respectively. Google’s Android OS is used the most, with 69.2% of interactions coming from it, and iOS came second with 29.6%. This leaves a tiny 1.1% share for Microsoft’s Windows Phone.
You can download the entire Fluent Devices and Demographics report here.
In Mobile Advertising Blog. May 29, 2015