Growth in Mobile's Share of Ad Interactions Slows - eMarketer

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Growth in Mobile's Share of Ad Interactions Slows

Media and entertainment industry grabs most digital ad interactions

May 22, 2015

Mobile internet usage may be reaching a plateau—at least, as evidenced by interactions with ads. According to Q1 2015 data from ad technology firm Fluent, around three in five ad interactions on its network occur on mobile devices. This rate has been steady since Q4 2014.

US Digital Ad Interaction Share, by Industry, Q1 2015 (% of total on Fluent's network)

Until now, mobile ad interactions have made up a growing share of the pie, as more people used smartphones and tablets for more of their internet-related activities—and as publishers and advertisers increased the amount of mobile ad inventory and invented novel formats for the channel.

As mobile’s share of total interactions steadies, demographic differences persist. Younger internet users have a greater share of ad interactions on mobile (as high as 80% among 18- to 24-year-olds), and women’s ad interactions skew more mobile than men’s.

Looking at the overall digital ad interaction picture, not just mobile, the media and entertainment industry garners the most engagement. Nearly one in four interactions on Fluent’s network were for media and entertainment industry ads. And another 22.6% were for retail industry ads, which had previously grabbed the top spot.

Much further down the list were travel and leisure, internet and telecom, and automotive advertisers, who together accounted for less than 4% of total clicks on Fluent’s network.

For more information about industry digital ad spending, download the executive summary of our new report series, “Digital Ad Spending Benchmarks by Industry.”

eMarketer corporate subscription clients can view the full report here.

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