Mobile advertising activity over Christmas 2011

The decorations may be packed away and the New Year’s resolutions underway, but before we put Christmas to bed for another year, we’ve drilled down into the data across our 10,000 publisher networks and taken a look at the impact of mobile advertising over the festive season.

Our data reveals a shift in consumer engagement in both mobile browsing and app usage as consumers made the most of their increased leisure time to engage with recreational apps and spent more time browsing the mobile web to research product information, compare prices and check store locations whilst out and about Christmas shopping.

We’ve put together a simple infographic showing mobile ad click activity across the Adfonic network throughout December and by hour throughout Christmas Day. It shows an early start to the increase in mobile advertising clicks at the beginning of December with Sunday 11th being the peak day for mobile advertising in the first half of the month.

Christmas Day itself was the busiest day of the year for mobile clicks, with volumes 36% up on the earlier peak of the month 11th December and 50% higher than the monthly average for December.

Christmas morning saw a flurry of activity between 9am and 12pm, with the 10am to 11am slot representing the most clicks in a single hour during December as newly unwrapped smartphone and tablet devices came online for the first time. Click volumes then lowered when the crackers were being pulled and the turkey gobbled down, between noon and 3pm.

Our data is indicative of the increasing amounts of time we are all spending engaging with mobile sites and apps.

The impact of mobile advertising over the festive season

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