Mobile Devices and Marketing: A Look at User Preferences and Behaviors for Advertiser Opportunities
Fifty-one percent of the US population uses a smartphone and 46% uses a tablet at least once per month, according to eMarketer’s 2014 estimates—both up from 2013.1 Given the increase in consumers’ use of mobile devices, it is not surprising that mobile advertising spending is seeing a meteoric 83% increase in 2014 (vs. 2013). By 2015, mobile ad spending will grow by another 50% to $26.6 billion.2
To better understand the impact the mobile revolution is having on consumer behavior, Burst Media surveyed nearly 750 US online adults aged 18 or older who use a mobile device to access the mobile web and/or applications. We conducted the study in the first three weeks of June and focused on device preference, apps used, reaction to advertising and mobile video consumption.
1eMarketer, March and April 2014. 2eMarketer, June 2014.