How Time And Seasonality Impact Mobile Engagement

Gail Chiasson, North American Editor

In its newly released October MobileSTAT Report, Boston-based targeted mobile advertising company Jumptap Inc. reports that mobile engagement rates and mobile audience temperaments are greatly impacted by time of day and seasonality.

Among other statistics, the report illustrates that mobile click-through rate builds throughout the holiday season and peaks on New Year’s Day at 37% over average click-through rates.

“Holidays usher in an influx of consumer excitement around new mobile devices, as well as more time spent indoors,” says Matt Duffy, vice-president of marketing, Jumptap. “By understanding and leveraging mobile consumer behavior during this time period, advertisers gain a leg up to maximize mobile campaign metrics. With mobile ad spend peaking in Q4, now is the time to ensure you’re implementing these optimization strategies.”

Additional October MobileSTAT Findings include:

  • The Seasonality of Mobile Engagement – December and January have historically delivered the highest click-through rate (CTR)as consumers unwrap and explore their new mobile devices (22% and 16% respectively, over other monthly averages in 2011). Summer shows the highest conversion rates (CVR) as consumers use their leisure time to download apps and consume mobile content (CTR in July, 2011, was 81% over other monthly averages). Whether the goal is CTR or CVR, advertisers should take seasonality into account when planning their mobile campaigns.
  • Time-Altering Temperaments – Time is a crucial element of hyper-local targeting. For example, the type of visitor at Hollywood’s famous Hotel Chateau Marmot changes significantly throughout the day and evening. According to the report, and based on Jumptap and location intelligence provider PlaceIQ network statistics, tourists flood the grounds at 10:00 a.m. hoping to spot celebrities; the lunch crowd flocks to the restaurant for noon-time meals; creative types meet in the lobby at 4:00 p.m. to discuss the next big project; and night time revelers get cranked up at 10:00 p.m. Targeting audiences based on time and location increases the chances of reaching the right consumers at the optimal point in their day.
  • Tablets Rule the Night – October data from the Jumptap network show that smartphones are used steadily throughout the day while consumers are on-the-go; usage increases gradually at night. Tablet usage is heaviest in the evening, peaking at 87% over the average during and after primetime TV viewing. Advertisers looking to reach consumers as they jump from devices throughout the day should incorporate day-parting and tablet targeting in their mobile campaigns.
  • Restaurant CTR Runs Hot on Weekend/Monday – For most major industries, mobile CTR is steady throughout the week. On the weekend, CTR increases as consumers have more time to engage. For restaurant advertisers, though, the weekend spike in CTR is dramatic. Advertisers in the restaurant industry and related services should focus their mobile media on weekends and Mondays.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 30 billion impressions, 107 million U.S. users and 30,000 apps and websites. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data.

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