Fluent Research: ‘Devices & Demographics’ Report Reveals Astronomical Mobile Ad Growth in 2015February 10, 2016 | By Fluent
Publication date 2/5/16
A new annual report from Fluent Research has revealed a huge increase in ads served on mobile vs. desktop.
An industry leader in people-based digital marketing and customer acquisition, Fluent’s second annual “Devices & Demographics” research report indicates that the percentage of ads viewed on mobile devices rose substantially in 2015, growing from 60 percent of all interactions in Q4 2014 to nearly 80 percent in Q4 2015.
“The study, which examines the impact of demographic factors such as age and gender on device adoption and usage, found that this figure was even more pronounced amongst younger adults, aged 18-24, with nearly 90 percent of the segment viewing ads on mobile devices,” according to the Fluent crew.
Notably, the report shows that while Android grew its market share, iOS lost ground.
“Ad views on Android devices grew from 66 percent in Q4 2014 to 72 percent in Q4 2015. iOS, on the other hand, dropped from 32 percent to 27 percent,” the report summary reads. “Android was the most common platform among all age groups, but its lead over iOS was a bit smaller in the 65+ age bracket.”
In addition, more than 37 percent of Americans made purchases on their smartphones in 2015. Younger adults, aged 18-34, were more likely to shop on their phones than any other age group.
Activities still vary by gender and age cohorts.
“Gaming was virtually even with email as the top activity for men (24.6 percent and 24.5 percent, respectively), followed by social media (16.5 percent). For women, it was email (26.4 percent), then social media (23 percent), followed by gaming (13.9 percent).”
“2015 was a breakaway year for mobile ad growth and mobile commerce, and we saw this trend at Fluent with over 70 percent of all ads served on mobile devices,” said Ryan Schulke, Fluent’s CEO. “Smartphones have replaced desktops as the consumer’s computing device of record, and advertisers are following suit with enhanced, mobile-first marketing programs and user experiences.”