In this case, it’s Millennial Media making assumptions about mobile gifting this past December. The mobile advertising company saw a rise in ad impressions from December 23 to December 27 which leads us to believe that many people found a mobile device under the tree.
Smartphone average daily growth was 2% but tablets came in at 12%. You could take this to mean tablets are more popular than smartphones but Millennial has a better answer.
Smartphones require a service contract and a data plan, so they’re not ideal gifts. Tablets, on the other hand, can be used right out of the box. Which means ten minutes after sister pulls the wrappings off that Kindle Fire, she’s online looking for movies to download. I never thought about that, but it’s so true. Tablets are also better for laid-back, casual web surfing so it’s not surprising that so many people used them to connect on Christmas Day. According to Flurry, smart device activations broke records this past Christmas.
Android impressions topped iOS by nearly double with a huge spike coming in on the 26th and 27th. Amazon Kindle Fire impressions took a meteoric rise to the top. The iPad didn’t have the same kind of sudden rise, but they did top their growth over last year.
Want to see all that in pictures? I’m happy to oblige.
source: Mobile Marketing Trends from the Millennial Media Impact of Mobile Gifting Report