Jumptap: Most users access content via mobile browser, not apps

Most U.S. mobile web users spend more time engaging with content via their phone's browser than ad-supported mobile apps according to new data issued by mobile advertising network Jumptap.

After evaluating 10 billion ad requests from 83 million unique users, Jumptap determined that 58 percent of mobile web users favor accessing content via the browser, with the remaining 42 percent opting for apps--in addition, the report notes that ad engagement trends upwards with age and income, with consumers ages 40 and up almost five times more likely to engage with an ad compared to younger mobile subscribers. Moreover, users with annual income exceeding $50,000 are twice as likely to engage with ads as subscribers earning less.

Jumptap notes that advertisers are exhibiting a greater understanding of how to most effectively exploit the mobile opportunity, noting that more than half of campaigns now embrace one or several targeting criteria to better reach their audience--according to Jumptap CMO Paran Johar, brands are adopting mobile targeting at a faster pace than seen on the PC web.

Google's (NASDAQ:GOOG) Android continues to drive the majority of ad requests on the Jumptap network at 39.1 percent, followed by Apple's (NASDAQ:AAPL) iOS at 29.8 percent and Research In Motion's (NASDAQ:RIMM) BlackBerry at 24.8 percent. However, iOS still leads its rivals in terms of overall user engagement.

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