1. Industry updates on key mobile trends
WEEK ENDING 7/27/2012
1

2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 7/27/2012
Mobile Trends
 A new report from Opera Software shows that Apple’s iPad generates more revenue per impression than
other mobile devices. Report highlights include:
– The average effective cost per thousand impressions on the iPad is $3.96 across the Opera mobile ad platform
– Demand for tablet ad executions is already up 140% from 2011
– Opera found that iOS outperformed other platforms with the average eCPM on the OS coming in at $2.49 while for Android it is $2.10
– The results suggest that devices with larger screen size and with features that allow more interaction between the advertisement and the
device’s functionality - click to call, expand, play video - have better monetization potential than other devices
 IBM’s fifth-annual Online Retail Holiday Readiness Report has uncovered that 2012 may just be the year of
mobile. Based on data from more than 500 U.S. retailers, the report found that online mobile sales increased
88.8% in the second quarter of 2012 compared with the same quarter in the prior year. And IBM is forecasting
that mobile sales will reach 20% of total online holiday sales this holiday season, and that mobile traffic will
close in on 25%.
2

3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 7/27/2012
Mobile Trends (cont.)
 A new report from Interpret LLC takes a look at whether TV, as the most popular medium among
participants, can be used by advertisers to drive purchases on mobile devices. The report found:
– 62% of participants want advertisers to make it easier to purchase products seen on TV
– 87% of participants who own both a mobile device - smartphone or tablet - and a TV report having made some form of a
mobile transaction within the past 12 months
– The most influential drivers of mobile purchasing were word-of-mouth, named by 58% of respondents; online content –
51%; online ads – 45%; TV ads – 43%
– 36% cite TV programming as an influence on their mobile purchases
– 53%, who have made a purchase on their mobile device cite TV as an influence, with ads slightly more influential than
programming
– When the purchase was made after seeing a product on TV, 95% said they made the purchase the same week and 39%
said within the same day
3