Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Mobile has been synonymous with the phone, but that’s starting to change — and it could have a big impact on marketers and media companies.
Smartphones and feature phones still account for more than 80 percent of all mobile devices, according to new research by Millennial Media, while connected devices now account for 16 percent, according to the research. Although mobile gaming devices and MP3 players comprise the bulk of the format, tablets now account for almost one third of connected devices.
More time spent equals more ads seen. Consumer ad impressions on connected devices are up 190 percent year over year, albeit from a rather small base. The iPad alone accounted for a 29 percent month-over-month growth in consumer ad impressions, according to Millennial.
The growth of tablets may also be reflected in popular apps. According to the research, music and entertainment apps grew 14 percent and now hold the number one spot, once held by the games category.
Surprisingly, feature phones are still finding a market: they experienced a 6 percent month-over-month increase in May.
More in Media
Media Briefing: As AI search grows, a cottage industry of GEO vendors is booming
A wave of new GEO vendors promises improving visibility in AI-generated search, though some question how effective the services really are.
‘Not a big part of the work’: Meta’s LLM bet has yet to touch its core ads business
Meta knows LLMs could transform its ads business. Getting there is another matter.
How creator talent agencies are evolving into multi-platform operators
The legacy agency model is being re-built from the ground up to better serve the maturing creator economy – here’s what that looks like.