The iPad is the Dominant Device for Mobile Conversions

The second factor that appears to be contributing to mobile conversions is the widespread adoption of the iPad. Two thirds (65%) of mobile conversions were on tablets, with 85% of tablet conversions coming from iOS devices (iPad.) Android and iOS devices each accounted for roughly 50% of conversions on smart phones.

What this Data Means for Marketers

Historically, advertisers have focused their mobile efforts either on branding or driving the purchase of mobile-centric offerings such as mobile game apps. The results of this study point to an untapped opportunity to drive conversions for a much wider array of products and services via mobile.

“What we’re learning is that consumers are increasingly using their mobile devices in much the same way they do with their computers when they’re at home,” stated Chad Gallagher, Director of Mobile at AOL Networks. “And, with a quarter of all digital time spent on smartphones and tablets at home, marketers are realizing that they can’t afford to run desktop-only campaigns anymore .”

Gallagher added, We are just getting started in analyzing all of the data. The next phase of the study will focus an eye towards better understanding cross-device behavior, with the ultimate goal of understanding how behavior on one device effects conversion rates on a secondary device.”

“Our students get hands on, real world experience working with a company like AOL analyzing mobile data to help drive real marketing objectives,” noted William T. Scherer, professor with the Department of Systems and Information Engineering at the University of Virginia. “What’s exciting about this research is that we’re beginning to get a much clearer view of how consumers are interacting with Internet-connected devices.”

Partnership and Methodology

The partnership between the SEAS and AOL was formed by Professor William Scherer, Department of Systems and Information Engineering in the School of Engineering and Applied Science, and his former students Scott Ferber and Chad Gallagher. Ferber is founder of, acquired by AOL in 2004. Current Engineering School undergraduate and PHD students, under the guidance of Scherer and a few AOL Networks executives, are continuing to explore data gathered from media campaigns. The first set of findings – discussed in this release –are based on 500 billion impressions served by AOL Networks during portions of 2012 and 2013.

About AOL

AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.

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