Jumptap November MobileSTAT Report: Kindle Fire Traffic Leaps 270%

CAMBRIDGE, Mass.--(BUSINESS WIRE)--The red-hot Amazon Kindle Fire turned heads in late 2011, and according to Jumptap, the leader in targeted mobile advertising, network traffic to the device jumped 270 percent in the last week of November. In its newly released November MobileSTAT report, Jumptap found that Seattle, WA was the US city that warmed up to the Kindle Fire fastest; an estimated 1 out of every 124 residents was using the tablet. Seattle is home to Amazon, so it was little surprise that 20 percent of Fire traffic came from within one mile of headquarters. Other cities with the highest penetration of Kindle Fires included San Francisco, Denver, Atlanta and Phoenix.

“The quick adoption of the Kindle Fire speaks to consumer desire for mobile content consumption at lower price points”

“The quick adoption of the Kindle Fire speaks to consumer desire for mobile content consumption at lower price points,” said Paran Johar, CMO, Jumptap. “In 2012, tablets will lengthen the shadow they have begun to cast over the PC/laptop, as they already perform many of the same tasks; and consumers won’t want to purchase both. Based on the success of the Fire, other players will want to enter the tablet space at lower price points.”

The November MobileSTAT report also revealed that the day after Thanksgiving, or Black Friday, was for the birds. The report found that traffic to the Angry Birds mobile game spiked at midnight on Black Friday in areas within a kilometer of Wal-Mart stores. The busiest shopping day of the year often results in the most time spent standing in line – blessed be the entrepreneurs who can profit from our boredom.

While some predicted iOS would begin to eat into Android market share, the MobileSTAT report showed Android jumped to 52.7 percent market share in November; up from 44.7 percent in October. Naysayers take note: Google recently announced that it is activating 700,000 Android devices per day, impressive when compared to the estimated 189,000 daily iPhone activations.

More broadly, the November MobileSTAT report revealed new data about the use of targeting, network click-through rates, and top mobile advertising verticals.

MobileSTAT smartphone findings:

Approximately 80 percent of advertising campaigns on the Jumptap network use at least one targeting method, of which ‘location’ continues to be the most popular. 2012 will bring an increase not only in targeted campaigns, but in the number of targeting methods used for each. Advertisers will be able to take advantage of new 3^rd party data providers and capitalize on deeper targeting.
Evening and late-night hours continued to be the times of highest CTR, giving some small piece of mind to employers. Retailers also benefit as most mobile shopping occurs as home.
As advertisers geared up for holiday blockbusters and a busy shopping season, it was fitting that Entertainment and Retail rang in as the top two verticals in both ad spend and CTR.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly view of the top targeting and audience trends in mobile advertising. Jumptap strives to better understand mobile audience and educate the entire mobile ecosystem through its insight reports. MobileSTAT contains analysis of hundreds of gigabytes of log data, run through Jumptap’s analytics technology. To download a full copy of the Jumptap MobileSTAT report, visit jumptap.com/STAT.

Reporting Methodology

The results of the Jumptap MobileSTAT report are derived from large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap

Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.

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