Originally posted on VentureBeat:
Zach Kubin is the Director of Client Development at Onswipe.
Media planners just love putting apps in their mobile ad buying plans. But are apps the right focus when it comes to mobile advertising?
Apps receive the lion’s share of attention because, on average, smartphone and tablet users spend more aggregate time with their apps versus their browser. When you dig deeper into the numbers, however, you find that the most popular in-app behaviors include activities like gaming, photo sharing, productivity and social networking.
But when it comes to consuming news and information, touchscreen users clearly prefer the browser. In fact, according to a 2012 study from the Pew Research Center in association with The Economist, the percentage of people who mainly use the mobile browser to access news content jumped from 40 percent in 2011 to 60 percent in 2012. That’s a 50 percent increase in just one…
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