Here’s even more proof that mobile devices are television’s “second screen.” A new report by ad-serving company MediaMinds found that the peak time people use the mobile web and apps is 7-9 p.m. (graph below), overlapping with television’s prime time period. And not only do people use their mobile devices more, they click ads more: 8 p.m. is the peak for the highest click-rate for mobile ads.
Among all the devices, Apple’s iPad and iPhone leads the way with the highest ad click-rates — by a long shot — and entertainment ads are the most popular.
This aligns with previous research we’ve seen over the last few months, including a January study by Nielsen/Yahoo that found 86% of U.S. mobile internet users watch TV with their mobile devices. In May, another study found iPad owners spend more time with their devices in front of TV than anywhere else. And there’s that prediction that 23% of the U.S. internet population will have tablets by next year.
All this adds up to a massive opportunity for second-screen experiences.