New research by AdColony finds that mobile phones continue to be the dominant devices used by consumers throughout their day (82%) compared to tablets (18%).
However, WiFi is their primary data source with 69% of ad requests coming through WiFi compared to 23% on mobile data.
Meanwhile, Apple still leads when it comes to mobile monetisation (33%), closely followed by Samsung (29%). For advertisers this means that ensuring relatively broad OS and platform coverage is important and reaching a range of consumers.
Over the last few years, the industry has also noted an increase in mobile phone usage during the evening hours – shifting away from traditional media consumption such as TV. And although television remains a dominant media in many households, people are now paying attention to the small screens during primetime hours.
Furthermore, the findings reveal that transparency is still a key driver of many marketers’ decision-making process.
It’s worth bearing that in mind when choosing an ad service or programmatic provider.
