Are Mobile Users Really Mobile? Not So Much
The AOL research further supports the counterintuitive finding that a growing share of mobile activity is happening at home versus out-of-home. The study found that three-quarters of all mobile ad impressions were viewed within the home, and a quarter of all digital time is spent at home on tablets or cell phones. That finding runs counter to the conventional image of the mobile user in on-the-go mode.
The study by AOL and the University of Virginia School of Engineering and Applied Sciences analyzed data from more than 500 billion online ad impressions served by AOL Networks between 2012 and 2013, and 100 million “conversion events” across all devices -- mobile phones, PCs and tablets.
And, there's more bad news for location-based shopping.
The AOL research comes on the heels of Nielsen data released Monday indicating nearly all (95%) of tablet shoppers and 72% of smartphone shoppers who make a purchase with their device do so at home. Given that mobile is becoming more similar to desktop use, [Chad] Gallagher [director of mobile at AOL Networks] expressed skepticism about the value of location-based marketing efforts.