Research

Mobile Intel Series: Finance

Overview

The widespread adoption of Smartphones & tablets has changed how consumers engage with finance brands. The Mobile Intel Series: Finance guide provides insight into what finance brands are doing on the Millennial Media platform and best practices for how these brands can succeed in mobile advertising.

Highlights

80% of mobile finance users own a smartphone, a nearly even split between Android and iOS devices, and are more likely to own a tablet or e-reader device as well. This audience also skews more heavily towards 18-34 year olds and male.

 

Finance was the number one global brand advertising vertical on the Millennial Media platform in 2011, having grown steadily throughout the year. This is likely tied to consumers increased access of finance sites and apps on their mobile devices. Banking was the most frequently accessed segment, with 22% of consumers accessing this content every day.

 

Insurance advertisers were the largest sub-group advertising in the Finance vertical, accounting for 42% of Finance spend. Banking (28%) and Financial Services (16%) were the second and third largest. 

Mobile Intel Series: Finance

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