I do not find it surprising that Smartphone users (you know who you are) use their phones day and night, checking email, texting and of course beaming to the world via Facebook all that is happening in their oh-so-interesting lives. What did surprise me in the latest Jumptap MobileSTAT was that Tablet use spikes at night.
The study showed that both device types get low use from 8am and noon although Smartphone use during those hours is much closer to the daily average, but later between 8pm and midnight, Smartphone use is 52% above average and Tablet use spikes up 87%.
Tablets it seems, are more distinctly a leisure-time platform than are Smartphones, based on how consumers use them. Tablet users spend more time using media and entertainment apps, including games (67% of time spent), entertainment (9%) and news (2%) categories, comprising almost four-fifths of consumption. Smartphones have a higher claim to communication and task-oriented app usage, including social networking (24%), utilities (17%), health & fitness (3%) and lifestyle (3%), comprising nearly half of all time spent on smartphone apps.
The information suggests that smartphones are used more on the go than are the larger-form tablets (I wonder what will happen now with the release of the Mini iPads); although it’s important to remember that smartphone use is also above-average in the evening hours, suggesting that much of the time spent with smartphones occurs in the home. Indeed, a study released in October by AOL and BBDO found that 68% of consumer mobile phone use occurs in the home. Nevertheless, the differences in usage for Smartphones and Tablets means that advertisers should consider day-parting in mobile campaigns to reach the different form factors based on time of day.
About The Data: MobileSTAT (Simple Targeting & Audience Trends) is a monthly analysis of targeting and audience trends in mobile advertising through Jumptap’s network of over 30 billion impressions, 107 million U.S. users and 30,000 apps and websites.