Impressions share by carrier, device and OS all are shifting as the mobile economy matures. In turn, customers are spending more per mobile transaction.
The mobile economy is so new that it frequently redefines itself. Just in the last few months, spending habits, carrier market share and mobile operating system impressions have all shifted appreciably. ZayPay, a mobile payments platform from Velti, tracks average mobile payment amounts and showed a 9 percent increase in the last 3 months - in March of 2012 the average was $2.96, in April $3.06, and in May it climbed again to $3.22. This rapid growth shows the comfort that both mobile marketers and consumers are increasingly experiencing both in offering higher priced items and purchasing them via the phone, according to Velti’s State of Mobile Advertising report. Typical purchases include in-game currency, donations, physical goods, software downloads.
Mobile advertising impressions lead by AT&T and Apple
As for carrier presence, that has been shifting too. AT&T has over half of smartphone and tablet impressions. But while Verizon and Sprint are both at 23% of performance, Sprint is closing the gap, and may become #2 carrier - their impression volume grew while Verizon’s shrank. Independently from carrier data, WiFi dominates network presence with 75 percent of all data impressions, likely due to the iPod Touch. This WiFi-only device is the second largest presence for a networked gadget, and accounts for much of Apple’s dominance in gadget market share (nearly 49 percent) as well as that of the iOS (59 percent). Per device, the iPod Touch (14.9%) gathers more impressions than all devices other than iPhone (20.4%). Used primarily by a young demographic, its popularity likely primes this category for future iPhone ownership.
Education apps are highest earners by category, iPad growth slows
Most lucrative apps for publishers are in the education category - their average eCPM was $0.92 in May, with weather apps in second place at $0.89 and reference apps in third with $0.84. While that aspect of education tech is favorable, the child- and learning- friendly iPad’s performance is less robust. The most recent model has gained less share than the iPad 2 - three months after the iPad 2’s release, it had 21 percent of impression volume, but the latest version only has 13 percent. This lower number may be due to a more mature tablet market - potential tablet owners may have already purchased this device.