1. Industry updates on key mobile trends
WEEK ENDING 6/15/2012
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2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/15/2012
 Mobile Trends
– comScore released new insights on the U.S. tablet market from comScore TabLens™ reporting that nearly 60% of
tablet users have a household income of $75K or greater, compared to 50% of smartphone users. Additional
findings include:
– For both devices, the heaviest overall audience concentration was between the ages of 25-44.
– Compared to smartphone owners, tablet users were 28% more likely to be in the 65 and older age
segment, and 27% less likely to be age 18-24.
– More than half of tablet users watched video and/or TV on their devices in April, compared to 20% of the
smartphone audience.
– A new forecast from eMarketer predicts the number of U.S. tablet users will more than double this year from 33.7
million to nearly 70 million, or about 29% of the country’s Internet users. Additional report highlights include:
– More than half (51.9%) of U.S. Internet users (133.5M) will have a tablet of some kind by 2015.
– iPad users in the U.S. will rise by over 90% this year to 53.2 million, as loyal users replace older models and new
consumers purchase the device.
– eMarketer estimates more than half of tablet users this year will be men (54%), but the gender split is expected
to be roughly even in three years.
– With 26.2% penetration in 2012, Asians are the most likely racial or ethnic group to use a tablet, followed by
Hispanics (24%), whites (21.4%) and blacks (21.5%).
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3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/15/2012
 Mobile Trends (cont.)
– Nearly three in four mobile users (74.0%) say they fully pay attention to mobile ads while browsing the
Web, either on a regular (35.3%) or occasional (38.7%) basis, according to a recent survey from Prosper
Mobile Insights. The survey also found that:
– 59.5% surveyed smartphone and tablet users say they regularly (26.9%) or occasionally (32.6%) pay full
attention to ads they see while visiting social media sites on their devices.
– Men are more likely than women to regularly pay attention to mobile ads, particularly when surfing
the Web (38.2% of men vs. 32.8% of women), watching video clips (17.8% vs. 12.6%)
and, surprisingly, shopping (21.7% vs. 16.1%).
– 51.0% of men say ads viewed via smartphone or tablet regularly or occasionally influence the products
and brands they purchase, compared with 43.7% of women who say the same.
– On Monday, Apple revealed the latest version of its iOS operating system, iOS 6, which promises over 200
new features. Apple presented a subset of new features, touting new additions like an improved version
of Siri, Facebook integration, a new phone app, FaceTime over 3G/4G, an updated version of Safari with
iCloud Tabs, a new version Photo Stream, the introduction of PassBook, Apple Maps, and more.
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