Travel Apps Generate Top Tablet CTRs, Productivity Tools Rule for Smartphones

As marketers continue to tweak their mobile strategy, they’re anxious to know which strategies are working well. The mobile market is fragmented tablettvbetween tablets and smartphones so it’s important to understand how consumers are engaging with each type of device. Millennial Media consistently releases quarterly data showing top mobile devices, operating systems and consumer use of specific types of portals or apps. Their statistics can serve as a guideline for marketers who want to know which promotions are generating CTRs.

The top app categories this year, and likely to rule next year, are games and music and entertainment. Mobile social media and communications are typically the next most popular applications followed by productivity and tools. In the tools category, consumers appreciate the apps that tell them how much battery power they have left or that turn their mobile phone into a flashlight.

In terms of content, analysts note that sports has been growing as a Top 10 category this year. These apps are published by teams, leagues or tournaments  and those which release information about scores or sports-​related news generated 21% of impressions in the sports category. By sport, here’s how consumer interest broke out in the mobile world in the 3rd quarter:

  • Soccer 59%
  • Scores general 21%
  • American football 13%
  • Baseball 2%
  • Ice hockey 1%
  • Other 4%

These statistics likely change seasonally but marketers should be aware of the growing demand for sports-​related information on mobile devices.

Consumers are more likely to turn to certain kinds of content on their desktop computers – portals (75%), health information (65%), and general news and information (63%). However, other categories appear to lend themselves very well to mobile devices. Of all time spent on social networking, 65% is takes place on mobile devices. Weather (69%), games (78%), maps (86%), and photos (91%) are also accessed far more on mobile than through desktop.

Consumers also demonstrate distinct behavior when clicking through on various mobile devices. For example, travel and local vendors, along with books and reference sites, generate higher CTRs from tablets. On the other hand, CTRs for shopping and retail, sports, and productivity and tools on smartphones far exceed what happens on tablets.

This data shows that marketers must consider the type of device, the audience, and the content as they determine where to spend their money on mobile. To learn more about Mobile Marketing Responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

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.