A Nation of Smart Commuters: adsquare’s UK-Wide Study Unveils Crucial ‘Mobile Moments’ for Brand Engagement

  • Second volume of Mobile Audience Radar maps the daily mobile routine of smart commuters in the UK.
  • Checking mails (59%), weather (48%) and social media (42%) among most popular commuting use cases.
  • Report also includes a Germanwings airlines case study, news on LiquidM partnership and La Place Media interview

adsquare, Europe’s leading provider for mobile audience data offering agencies and advertisers premium audiences defined by local context and mobile behaviour, today released its second insights report in the Mobile Audience Radar series, the most comprehensive examination of mobile consumer behaviour across 45+ key verticals ranging from Sports Enthusiasts and Students, to Luxury Shoppers and 'Foodies'.

In addition to providing a Top 10 list of the ways UK commuters use their smartphones, the report also identifies the chief tasks and 'mobile moments' along the commute — those points in time and space when Forrester says people pull out their mobile device to get what they need most — thus revealing opportunities for brands, apps and advertisers to potentially deliver more relevant advertising and maximize mobile campaigns.

Key findings from the report:

  • The average daily commute in the UK is 57 minutes, 44% of which is spent using smartphones.
  • Over half of U.K commuters use Android devices with 54% Android vs 34% Apple
  • Commuters reach to their smartphones to 'get stuff done’: 59% check email, 46% surf the web, 32% read news, and 30% do mobile banking.

"People spend almost half of their hour commute using their smartphones to either manage or enhance their daily lives, giving advertisers a full half hour window of opportunity to encourage brand engagement and interaction that is completely aligned with their activities 'in the moment' and in the appropriate context," observes adsquare CEO Tom Laband. "A holistic approach, one that minimizes wastage and maximizes value by leveraging local context in combination with other data signals based on user behaviour, is essential to power programmatic advertising that delivers real results.”

The report also features a look at the recent partnership between adsquare and white

label DSP LiquidM; an in-depth interview with La Place Media explaining the factors driving the programmatic advertising in France; and an exclusive case study with Germanwings that shows how the airlines has harnessed mobile audience targeting and interactive billboard to combine online and offline advertising in order to reach frequent flyers at key 'mobile moments' indicated by geodata and intent.

Visit http://www.adsquare.com/mobile-audience-radar-2/ to download the complete report Tweet the news:

“New @adsquarecom UK commuter report unveils crucial #mobilemoments for advertising http://bit.ly/1JsPrwB

About adsquare
adsquare is Europe’s leading provider for mobile audience data. The company leverages consumers’ local context and mobile behavior for programmatic advertising and helps advertisers and agencies to pinpoint their target group to make ads more relevant. Through partnerships with ad networks, publishers and global exchange platforms, adsquare offers clients access to audiences segments and attributes at scale. adsquare is an official real-time data provider within AppNexus, thereby accessible for any buyer on the AppNexus platform enriching inventory from global supply sources such as MoPub, Smaato, Nexage, PubMatic and others. The platform works completely without cookies and has been awarded the ePrivacyseal for complying with strict European data protection laws. For more information visit http://www.adsquare.com. Follow @adsquarecom or contact info@adsquare.com

adsquare GmbH
Daniel Rieber, Director Marketing & Communications