JUICE Mobile is dedicated to informing the advertising & publishing community on the rapidly changing mobile marketplace. Unlike traditional research firms, which often use samples and panels to speculate on mobile trends, JUICE draws on actual monthly data from its own infrastructure to identify the trends taking place in the marketplace. This approach thereby gives the truest mobile data available to brands, agencies and publishers who are planning and executing in the connected space.
At the end of Q1, many noteworthy insights have emerged in the Canadian mobile space. The iPhone has remained the #1 device in Canada, but RIM’s strength cannot be discounted. Five different BlackBerries are represented within the top devices in April, with the Blackberry Torch 9800 being the #2 device in market. RIM’s operating system remains 45% of the total requested ad calls in April, suggesting that the doom and gloom surrounding RIM is premature. Bottom line: Canadians are still big Blackberry users.
Not surprising has been the rapid growth of the Android operating system over the past three months, growing from 11% of requested impressions to now represent 20% of the total monthly requested impressions. What is surprising is where Android is making these gains: at the expense of Apple and Symbian. April also marks the first time that an Android device has entered the Top 10 handset list, with the appearance of the Galaxy Nexus at #10.
The emergence of tablets as ever more popular connected devices beyond just the iPad was also significant. Tablets increasingly represent a larger percentage of total impression requests in the JUICE network, having doubled from 3% to 7% of total requests in three months. Readers too are beginning to make inroads into the connected device space with the Kobo being the dominant E-reader (ahead of the Nook and the Kindle) and garnering more than 2x the monthly impression requests of the BlackBerry Playbook.
“What this analysis clearly demonstrates is that received opinion is not helpful in planning a successful mobile ad strategy – people working in this space need hard data. JUICE is happy to provide that data,” says Neil Sweeney, CEO and Founder of JUICE Mobile. “We will also continue to assist those who want to apply this information to their own business plans.”