Jumptap: Consumers Check-in on Mobile for Travel

April MobileSTAT Report Depicts Mobile User Behavior in Top Verticals

Most popular automotives and operating systems in top 10 cities via Jumptap (Graphic: Business Wire)

CAMBRIDGE, Mass.--()--In its newly released April MobileSTAT, Jumptap, the leader in targeted mobile advertising, revealed that mobile consumers increasingly use mobile for travel research and booking. A recent report from eMarketer showed that over 12 million consumers booked travel on their mobile devices in 2011 – a number expected to triple by 2016. In analyzing the Jumptap network, Travel, Games and Entertainment were the highest performing app and mobile web channels for travel advertisers. Last year, August was the month with the most mobile traffic to the Travel channel on the Jumptap network, while Travel channel click-through rate (CTR) was highest between May and June. Mobile consumers tended to look for things to do during the vacation-filled summer months. Additionally, comScore most recently cited Expedia, Travelocity, Kayak, Orbitz, and Mapquest as the most popular mobile travel sites.

“The spring, summer and holiday months are excellent times for advertisers to leverage mobile traffic to Travel channels,” said Paran Johar, Chief Marketing Officer, Jumptap. “By creating campaigns for both tablets and smartphones, advertisers can take advantage of the strengths of both devices to appeal to consumers booking travel. Tablets offer a larger form factor perfect for displaying photos and in-depth travel information, while smartphone campaigns capture on-the-go consumers looking for click-to-call and location-based features.”

Additional April MobileSTAT Findings:

  • Kindle Fire Cooled After Holiday Blaze: Kindle Fire usage soared on the Jumptap network following the winter holiday season. In January, the Fire represented 33 percent of all tablet usage on the network, rivaling iPad’s 48 percent share. Since then, Kindle Fire’s share of traffic has decreased to 22 percent, most likely due to the successful launch of iPad3. Although the loss of share was significant, overall usage of Kindle Fire continued to increase with average monthly traffic at three times the amount seen in Q4 2011.
  • I Left My Prius in San Francisco: Based on third-party data used by Jumptap to gain insights about its network audience, San Francisco was the city with the highest concentration of Toyota Prius’ in the country. The city was also found to be home to a higher concentration of iOS users, as compared to the top 12 cities Jumptap analyzed. Other top cities with the highest concentration of car models and OS platforms included:
    • Baltimore, MD: BMW 328; Android
    • Boston, MA: Honda CRV; iOS
    • Burbank, CA: Fiat 500; iOS
    • Charlotte, NC: Mercedes M Class; Android
    • Chicago, IL: Chevy Volt; iOS
    • Jacksonville, FL: Subaru Impreza; Android
    • Las Vegas, NV: Kia Optima; iOS
    • Montgomery, AL: Ford Focus; iOS
    • New York, NY: Mini Cooper; iOS
    • Omaha, NE: Jeep Grand Cherokee; iOS
    • St. Louis, MO: Hyundai Elantra; iOS
  • Late-night Liberals vs. Dinner-time Conservatives: Data from the Jumptap network showed that Democrats and Republicans used their mobile devices at different times throughout the day and for different reasons. Democrats were 43 percent more likely than the average mobile user to use their mobile devices late at night (11 p.m. – 2 a.m.). Republicans were 39 percent more likely than the average mobile user to use mobile between dinner and bedtime (5 p.m. – 10 p.m.). Democrats were more likely to use Social Networking and Entertainment sites, while Republicans spent more of their time on News and Weather sites.

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 107 million mobile users in the U.S. and 156 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.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50268474&lang=en


Christina Feeney, 617-301-4181

Release Summary

Mobile ad network Jumptap releases April MobileSTAT report with data on mobile behavior in travel, auto and political verticals. Also cites latest Kindle Fire traffic since launch.


Christina Feeney, 617-301-4181