In its newly released August MobileSTAT, Jumptap, Inc. reports on top mobile trends and market share growth.
According to data on the Jumptap platform, Apple continues to hold the top spot in tablet market share, but its chief competitor in the smartphone sector, Samsung, is starting to make a run. The Samsung Galaxy Tab jumped 5.8 percentage points in market share year-over-year. Meanwhile, Kindle Fire, which was the hottest challenger to Apple after Christmas 2011, has cooled down, losing 11.4 percentage points in market share. Additionally, Google’s Nexus is finally on the radar after releasing three generations of its first tablet in just one year.
“Previously, the iOS vs. Android battle could not crown a standing victor for Android,” says Matt Duffy, VP of Marketing at Jumptap. “Yet in the past year, weve seen Samsung rise above the pack in both tablet and smartphone share.”
Additional August MobileSTAT Findings:
iPod Losing Touch: According to data from the Jumptap platform of over 218 million U.S. consumers, the iPhone continues to grow as the top smart device, and has increased its share by 9.6 percentage points year-over-year. Its step-sister, the iPod Touch, has lost share a significant 10.1 percentage points signaling that consumers are beginning to see less value in a smart device without phone call capabilities. Meanwhile, Samsung devices, led by the Galaxy S, continue to gain share.
Samsung Device Sitting Pretty at Number 2 Spot: Apple device share remains relatively flat year-over-year, but continues to hold strong at the number 1 spot. Samsung share, on the other hand, has leapt 5 percentage points over the previous year, which strengthens its number 2 positioning. Blackberry and HTC face the most challenging struggle, with HTCs global market share dropping to 5.3 percent in the first quarter from 9.3 percent a year earlier according to analyst firm Gartner.
Apps Continue to Dominate the Mobile World: According to ad requests on the Jumptap platform, 84 percent of mobile traffic now comes from apps. Just two years ago, the split was roughly 50/50. At the time, some experts predicted the death of the mobile app as companies began to build responsive, cross-platform mobile sites. It now seems that reports of the death of apps were greatly exaggerated.
Feature Phone Users Tend to Be Southern, Older: According to Gartner, smartphones finally outsold feature phones worldwide. Yet with an abundance of non-smartphones still in existence, who are these feature phone-wielding consumers? Data from comScore and the Jumptap platform show feature phone users over-index as being concentrated in the South, older, lower in income, and/or likely to be customers of T-Mobile or Cricket.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising. Jumptap’s unique, data-driven approach allows us to cultivate the insights highlighted in the report. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make advertising across screens smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.
The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize the data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.
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