A few headlines jumped out at us over the past week, and they all had an American theme to them. App development and usage may be global movements but the US of A is certainly not taking a back seat.
Spend, Spend, Spend
First up are some figures from eMarketer via mobyaffiliates. The market research company was looking into digital spending and – just six months after a previous forecast – has increased its estimate for US mobile ad spend.
The March forecast was predicting a 49% market share for mobile in 2015, but the revision now sees mobile set to account for over half of America’s digital spending this year at 51.9%. The report points to consumer demand, with the average adult American spending 2.51 hours on mobile devices for non-voice activities.
eMarketer is also predicting that – in terms of American market share – print advertising will bow to the might of mobile this year. Visit mobyaffiliates for the full story.
Good Morning America (and Good Morning Britain)
If The Weekly Noise was a Hollywood movie, this story would open with a montage of morning rush hour traffic, shop shutters being rolled open and a paperboy flinging the day’s news on to well-manicured lawns, while a radio DJ talks about it being another beautiful morning in the bay area.
Sadly we’ve not conquered Hollywood yet, but if you keep that image in mind the morning rush hour bit in particular is quite relevant here…
In another story via mobyaffiliates, this time from mobile advertising platform StartApp, there are interesting findings about click through rates in relation to the time of day. StartApp found that Americans seem to be morning people when it comes to responding to ads – click through rates see their highest engagement there (18.17%) between 6am and 9am.
The Brits have a similar approach, albeit within a surprisingly earlier and shorter timescale – apparently the 20.98% peak for UK in-app ad engagement occurs between 5am and 6am.
The Favourite Child?
Our last shout in this week’s Noise stems from a story at Business of Apps. The article was primarily about Europe, but once again the USA’s role in the story caught our eye.
Kantar Worldpanel ComTech released data indicating that Android has been losing market share to iOS in key European markets. This is indeed a big story, but with our American theme this week we were drawn to these words from Carolina Milanesi, Chief of Research at Kantar Worldpanel ComTech:
“In the US, performance was more of a level field between the two leading operating systems, as the iOS market share decline and Android share gain both decelerated”.
There will be a number of factors influencing this “level playing field”, and one example given in the article is that Americans enter into longer term contracts and therefore don’t replace their smartphones as frequently as Europeans. But we can’t help taking into account the USA’s unique position in this story – as the home of both operating systems. With Americans apparently divided over who is the favourite of these two home-grown success stories, is this simply a case of the new Coca-Cola versus Pepsi?