EMERGENCE OF VIDEO ADS: Citrix calculates that 2% of a smartphone owner's daily mobile data use is down to ads, and as more companies move to video ads, this percentage is going to rise. - AFPRelaxnews 2014
Cloud service and technology company Citrix's latest report into the state of mobile technology shows that companies are finally getting the hang of pushing ads to mobile devices and that fitness and health tracking devices are driving demand for wearable tech.
The report, published this week, shows that the audience for mobile ads has grown by almost 100% over the past 12 months and that one-in-20 ads pushed to smartphones and tablets is now in video form.
However, as well as collecting and crunching data, Citrix's quarterly Mobile Analytics Report also combines the results of consumer questionnaires, and the majority of smartphone owners don't realize that ads served to them over a 3G or 4G/LTE connection actually end up costing them money.
When asked, 59% of respondents said that they believed mobile ads didn't count towards their monthly data plan quotas, when in fact they usually do.
And as the app business model continues to move away from premium to free but supported by ads and in-app purchases, it might make sense for consumers to pay the supplement for the ad-free version if the option exists in a particular title.
At the moment, Citrix calculates that 2% of a smartphone owner's daily mobile data use is down to ads, and as more companies move to video ads, and in particular, video ads that automatically launch and start playing, this percentage is going to rise.
Data quotas given over to video are also expected to rise because of the growing popularity of sharing moving as well as still images via social media.
Citrix puts the fact that 32% of the data content on social networks is now video down to the fact that Vine and Instagram have really chimed with consumers. The average smartphone owner already dedicates 8% of their mobile data to accessing sites like Facebook but there is a territorial split.
In Europe, 18% of mobile data use is taken up by social media (16% in the US). However, in the Asia- Pacific region, the figure drops to 4%.
Smartphone users engaging with gaming and health and fitness apps
But as well as social media, consumers are becoming more engaged with health and fitness apps, making them one of the fastest-growing app categories.
Based on questionnaire results, 52% of smartphone owners who have already downloaded and installed such apps claim to be using them more often now than ever before. The most popular apps within this sector are focused on fitness and running; weight-loss and nutrition; and women's health.
At the same time, the popularity of wearable devices such as the FitBit and Nike+ Fuel band are driving further use and promotion of the apps, and Citrix expects to see increasing network traffic developed by the accessories and their supporting apps over the course of the year.
Apart from fitness, gaming apps are still proving increasingly popular -- 68% of respondents admitted to being "slightly addicted" to at least one game on their device. What's more, 10% of mobile subscribers already play network-connected games and growth is expected in this app category too. - AFPRelaxnews 2014