Mobile CTR Seasonality to Change Marketer Approach

With more marketers flooding the mobile space, some are looking to stand out from the crowd and make sure their campaigns are noticed. Several studies have been released lately that point to when social media posts should be released with regard to specific day and time of day. Another recently published study pinpoints the seasonality of click-​through rates (CTRs).

Jumptap’s research on mobile campaigns statistics shows that CTR rates rise significantly during the holiday season and peak on New Year’s Day. Matt Duffy, VP of Marketing, Jumptap, links this activity to 2 factors: consumers are playing with the new phones or tablets they received as presents and they’re spending a lot more time inside.  However, conversion rates appear to peak in June and July. This can be linked to the additional leisure time consumers have in the summer to enjoy apps and other mobile content.

While email marketers know that Wednesday is a good day to mail out promotions, CTR activity on mobile phones is more about the type of industry a business operates in. For example, the peak days for restaurant CTRs are Saturdays and Sundays. After that, the activity drops steadily and bottoms out on Wednesdays and Thursdays. Auto and financial services operators also see peaks on Saturdays but the variations in CTRs from day to day are not as significant as they are for restaurant operators. Auto marketers also see a slight rise on Wednesdays.

With hyper-​local mobile becoming more mainstream, marketers can also fine-​tune campaigns depending on who frequents a specific establishment at various times of the day. Jumptap analysts used a local hotel as an example and showed that a campaign to target shift workers at 7:00 a.m. would be very different than one used to sell to the nightlife crowd at 10:00 p.m.

As mobile grows more important in search marketing, especially for hyper-​local, advertisers will be crafting their campaigns based on season, days of the week, time of day, and audience behavior.

[Source: Jumptap Finds Click-​through Rates Peak. Jumptap​.com. 1 Nov. 2012. Web. 16 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.