Apple Ranks in Top 3 for Connected Devices in US

JiWire gathers data from around 289,000 public Wi-Fi spots across the US to compile a comprehensive quarterly analysis on mobile device usage. Their most recent findings for the third quarter of 2011 reveal a trend that many Apple enthusiasts might find predictable: iOS devices are leading in the connected device sector.

For this report, “connected devices” refer to internet-capable hardware that may or may not include a cellular connection. These are typically the gadgets you might use to browse the web at a local coffee shop.

According to the data from JiWire, nearly 80% of all advertising requests in the US originate from Apple’s iPhones, iPads, or iPod touches. The iPhone alone accounts for 41.9% of these requests, followed by the iPad at 23.8% and the iPod touch at 14.1%. Windows Mobile 7 comes in fourth with 4.9%, with a sharp decline in requests for other platforms.

While iOS saw a slight decrease of 2% from the previous quarter, it still maintains a substantial lead over Android in the US market. Ad requests from iOS devices make up 79.9%, which is seven times more than those from Android devices at 11.0%. Notably, Windows Phone has shown significant growth, now accounting for 5.2% of ad requests, a 1.2% increase from the last quarter. This rise could be attributed to the recent launch of Windows Phone 7.5 Mango and the introduction of Nokia’s first Windows Phone models.

The trend is somewhat similar in the UK, where iOS devices also dominate with 71.1% of ad requests. Android follows with 16.6%, and Windows Phone is third at 8.1%. However, iOS experienced a notable drop of 6.5%, while Windows Phone saw an increase of 5.5%.

Android was the only other platform to gain, increasing by 1.5%, while all other platforms saw declines.

In both the US and UK, Apple remains a dominant force, though it seems Android and Windows Phone are slowly making inroads. With the release of the iPhone 4S, it will be interesting to observe how these dynamics might shift in the upcoming quarter.

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New Trends in Location and Mobile Data Unveiled in JiWire Mobile Audience Insights Report

66 percent prefer to make a purchase in a physical store when within a five-mile radius

SAN FRANCISCO, Dec. 6, 2011 – JiWire, the leading location-based mobile media company reaching the on-the-go audience, today announced its latest Mobile Audience Insights Report, which examines connected-device adoption, location- and mobile-shopping trends, as well as check-in behavior and public Wi-Fi trends. This quarter’s report uncovers several key emerging trends in the location and mobile markets that include the following:

Proximity Marketing – 66 percent prefer to purchase in a physical store within a five-mile radius.
Tablet adoption continues – Tablet usage is up 84 percent since Q4 2010.
Checking-in – Consumers are split evenly between liking, disliking and not interested.
Mobile Device Trends Adoption – iPad, Android and Windows Mobile 7 gain market share in the U.S and U.K.
Mobile Shopping Behavior & Proximity Marketing Trends

In the midst of the U.S. holiday shopping season, the study looks at mobile-shopping behaviors between genders and also highlights consumer attitudes toward shopping online versus in store. Male consumers surpassed female consumers in the shopping department – 73 percent of males make purchases on their mobile devices compared to 61 percent of females. A consumer’s proximity to a store significantly influences purchasing behaviors as well. Sixty-six percent of consumers prefer shopping for a $50 dollar item at a regularly visited store if within 5 miles; however, when the same consumers are 20 miles outside of the same store, 72 percent prefer making purchases on their laptop and mobile devices. Other findings include:

18 percent are using a connected device to actually make purchases even when physically in the store.
28 percent of respondents said they comparison shop on a mobile device when in a store.
63 percent of consumers prefer to shop both in store and online; 22 percent prefer to shop exclusively in store.
“The retail experience remains critical. While consumers are increasingly using mobile to research and make purchases, we are seeing that the in-store shopping experience is equally if not more important, even with a tech-savvy audience,” said David Staas, senior vice president of marketing at JiWire.

“This holiday season, brands have a great opportunity to not only leverage digital and mobile, but also execute ‘clicks-to-bricks’ approaches to drive in-store traffic, utilizing location and proximity to deliver the right advertising experience.”

As people continue to become increasingly mobile and strive for constant connectivity, mobile-device habits have shifted from larger devices like laptops to smaller, more portable devices like smartphones and tablets. Tablet usage has nearly doubled in the past year, growing by 84 percent since Q4 2010. Since last quarter, tablets and smartphones are showing relative growth in usage while other devices like netbooks and laptops have remained stable or declined. Tablet usage is up 20 percent, smartphone usage is up 24 percent and by comparison, laptop usage is down 10 percent. Other key findings include:

Consumer purchase intent is 50 percent higher for smartphones and/or tablets compared to laptops over the next six months (25 percent versus 16 percent), continuing to accelerate the shift in device ownership.
Adults 24 years old and under are more likely to purchase a smartphone and/or laptop in the next six months while adults between the ages of 25 and 44 are more likely to purchase a tablet.
Tablet Adoption Continues, Fueling Mobile Commerce

Since inception, tablets continue to gain popularity with on-the-go consumers, having nearly doubled in growth over the past year. The study determined that the tablet audience is very comfortable making purchases on their device, purchasing items more frequently than just smartphone owners, and often spending more. For example, 82 percent of the tablet audience is willing to make purchases directly on their mobile devices (smartphones or tablets) compared with 76 percent of smartphone owners. Other purchase preferences include the following:

67 percent of tablet owners are willing to spend $50 or more, compared to 57 percent of smartphone owners and 52 percent of laptop.
Electronics, retail, entertainment and travel are the most frequently purchased categories, with tablet owners leading all of these categories in terms of purchase frequency.
Location Media: Consumers Remain Split on Value of the Check-In

Despite all the attention and focus on checking in, the jury is still out when it comes to consumer attitudes around this component of location media. In fact, consumers are split three ways; 35 percent feel positive toward it, 35 percent either do not like it or understand it, while 30 percent do not care about checking in. Additionally, the primary drivers of this trend appear to be among males.

Tj Luoma

Gary is a dedicated writer for TUAW, bringing a wealth of knowledge and enthusiasm for all things Apple. With a keen eye for detail, Gary covers everything from the latest iPhone and iPad releases to in-depth reviews of the MacBook Pro and Apple Watch. His insightful articles help readers navigate the ever-evolving world of Apple technology. Gary’s expertise and clear writing make him a trusted voice in the Apple community.