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Mobile App Users See Ads from Morning to Night

iOS has more extreme behavior compared to Android

May 19, 2016

Most mobile in-app ad requests worldwide from Android- and iOS-based devices occur between 7am and 10pm throughout the week, based on activity on Drawbridge’s platform. iOS in general has bigger variation in ad requests compared to Android.

Mobile In-App Ad Requests Worldwide on Weekdays vs. Weekends, by OS and Time of Day, Q1 2016 (index*)

Drawbridge analyzed 1.9 trillion in-app mobile ad requests made on its platform between January 1 and March 31. In-app ad requests can be considered as a proxy for app usage, and mobile usage overall—the more people using their mobile devices, the more people using apps, the more apps are requesting ads.

On weekdays, iOS-based devices requested above-average numbers of ads between 8am and 9pm, with fewer ad requests occurring overnight. On weekends, ad request patterns among iOS users were similar, but the window for above-average requests was extended from 7am to 10pm.

For Android-based devices, peak hours were the same on the weekends. But on weekdays, Android-based devices were most likely to request in-app ads between 6am and 11pm.

Mobile in-app ad request behavior for iOS is more extreme compared to Android. iOS in-app ad requests fluctuated to a peak of nearly 34% above the index on weekday evenings, and dropped to a low of around half the average in the early hours of the morning. For Android-based devices, there was less variation.

Share of Average Daily Time Spent with Select Media Devices Among US Adults, by Daypart, May 2015 (% of total)

Separate data from Nielsen found that the share of average daily time spent with smartphones among US adults is highest between 6am and 7pm. And the share of average daily time spent on smartphones is higher compared to other media devices, like PCs, tablets and TV-connected devices like game consoles or Roku boxes.

However, a larger share of time spent was happening on TV and radio.

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