SOURCE: Mojiva, Inc.

Mojiva, Inc.

January 19, 2011 08:00 ET

The Mullet Identifies Trend in Android User Behavior During Post-Holiday Sales Rush

Apple Mobile Devices Get a Christmas Bump, but Android Dominates Overall on Mojiva Network

NEW YORK, NY--(Marketwire - January 19, 2011) -  Apple mobile products showed a noticeable bump in unique users after the Holidays, while Android powered devices surged to a commanding lead in overall unique users, according to The Mullet Report, a monthly gauge on audience activity in the Mojiva mobile advertising network.

This monthly report is released by Mojiva, the world's premier mobile advertising network. Get the full report here:

Additional Data Findings from Mojiva's Mullet Report:

  • Apple products were a favorite gift for the season, showing a six percent increase in unique user growth after the holiday period (12/26 - 12/31) than before (12/20 - 12/24), in comparison to other operating systems on the network.
  • Android dominated the U.S. smartphone market across Mojiva in December. Six out of every 10 unique users on the network were using an Android-powered device.
  • Apple showed a higher rate of engagement, or click-through rate (CTR), before the holiday period (12/20 - 12/24), in comparison to the week after (12/26 - 12/31).
  • On average, the Android user audience was more engaged at a time (12/26 - 12/31) when retailers commonly launch post-holiday sales.
  • Apple mobile device ad requests were abundant after the holidays: iPad ad requests increased by 137 percent, iPhone by 68 percent and iPod Touch by 145 percent.

The data released today is part of a series of monthly reports called The Mullet. Data shown reflects mobile unique user figures served on the Mojiva network (unless stated otherwise). The Mojiva network provides marketers with the capabilities to run targeted mobile display advertising campaigns within premium mobile content on any mobile device, including smartphones, tablets and netbooks.

About The Mullet
The Mullet is a monthly index comprised of data from the Mojiva network internal analytics and reporting platform. The data encompasses users in over 190 countries including the U.S., U.K., Canada, Germany, Spain and many more. Data in The Mullet is compiled based on unique users, unless otherwise specified, to ensure the cleanest possible information is provided to readers. 

Mojiva ( is the world's premier mobile advertising network, providing premium options to advertisers wanting to reach users through mobile web and app display advertising. Media and creative design agencies rely on Mojiva to easily and rapidly deploy brand and performance campaigns to reach the most relevant mobile customers. Through partnerships with every major rich media technology provider, Mojiva gives agencies a wide array of creative options on its ad network including video, dynamic creative, hyper-local, app-advertising and more, on any device, including smartphones, iPads, netbooks and other tablet devices. Founded in May 2008 and based in New York City, Mojiva currently helps advertisers reach their target mobile audiences across the globe.

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