SOURCE: Mojiva, Inc.

Mojiva, Inc.

March 23, 2011 08:00 ET

Samsung's Galaxy Tab Audience Trumps Apple's iPad in Engagement, According to Mojiva's Mobile Audience Guide

Also, Love Birds Go Mobile as Unique Network Smartphone Traffic Increases 25 Percent Around Valentine's Day

NEW YORK, NY--(Marketwire - March 23, 2011) - Apple's iPad 2 may be in high demand, but Samsung's Galaxy Tab showed higher engagement (by CTR) on the Mojiva network, according to the company's March edition of the Mobile Audience Guide (MAG). The report also showed the continued trend that consumers flock to mobile devices in the lead up to major holidays as unique users around Valentine's Day rose significantly.

The full February Mobile Audience Guide is available here:

"While people waiting in line for the release of Apple's iPad 2 were huge, this month's MAG shows that there may be a substantial but silent group helping to close the gap in terms of alternative tablet adoption," said Tony Nethercutt, General Manager of Mojiva. "Nevertheless, the big winners are the consumers who now have a wide variety of choices when it comes to wireless devices that can deliver richer experiences while on-the-go."

Additional findings from the March edition of the Mojiva MAG:

  • Samsung's Galaxy Tab registered a 20-fold increase in unique user growth over the past 60 days, coming in at 800,000 unique users for February 2011. Apple's iPad showed a more than doubling of unique users within the same time frame, leveling off at 1.1 million uniques for February 2011.

  • Galaxy Tab users also engaged with advertisements with a higher click-thru rate (0.60 percent) than iPad users (0.20 percent) during February.

  • Valentine's Day proved to be another major holiday that stimulated the use of mobile activity: Unique users increased 25 percent from February 9 to February 14. The MAG also showed a deeper engagement with ads during the same period as users clicked on them at a higher clip.

  • On an overall operating system front, Android OS, once again, is the platform of choice for mobile users, holding on to its No. 1 spot with 54 percent unique user network share. iOS followed with 35 percent of unique users.

  • RIM OS led the month in terms of user engagement (CTR) on smartphone platforms with a significant enough sample size, with 1.30 percent of them clicking on mobile ads.

Also of note, February 2011 was the largest audience in the history of the Mojiva ad network with 84.3 million unique users, an eight percent increase month-to-month. In addition to unique user growth, Mojiva has experienced an influx of interest around mobile rich media from agencies and advertisers. According to an informal poll conducted on, four out of ten visitors say that at least 80 percent of mobile campaigns will incorporate rich media in 2011. "As more powerful devices infiltrate the marketplace, mobile advertisers will have additional opportunities to present rich media creative to users for a deeper brand experience," said Nethercutt.

About Mojiva's Mobile Audience Guide (MAG)
The MAG is a monthly index comprised of data from the Mojiva network internal analytics and reporting platform. The data encompasses users in the United States and focuses on the mobile user activity within the Mojiva mobile media network. Data in the report is compiled based on unique users, unless otherwise specified, to ensure the cleanest possible information is provided to readers.

About Mojiva
Mojiva ( is a mobile ad network which reaches more than 84 million users in the US and represents 3,000 mobile publisher and apps, including ABC, Univision, TMZ, International Business Times and MySpace. Through deep and open integration with all major rich media providers (PointRoll, EyeWonder, Phulant, Sprout, Crisp Media, and Celtra) and ad servers (DART and Atlas), Mojiva can provide ad agencies with every imaginable mobile creative execution across mobile web sites, apps and devices. Founded in May 2008 and based in New York City, Mojiva is led by a team of advertising and media veterans from Google, DoubleClick, Yahoo, Nokia and AdMob, with more than 100 years of collective experience in mobile marketing and technology. Mojiva is an independent ad network operating under parent company Mojiva Inc., which has a total of $10 million venture funding from Pelion Partners and Bertelsmann Digital Media Investments.