When it comes to mobile devices, users are more likely to access content using web browsers than applications, a new study found.
According to a recent report by Jumptap, which evaluated 10 billion ad requests from 83 million users, 58 percent of mobile internet users use mobile web browsers to get content, while 42 percent use ad-supported apps.
This may come as a bit of a surprise, particularly in the "there's an app for that" era. However, as the report suggests, companies may be wise to target mobile ad campaigns via web browsers rather than apps.
According to the study, Apple iOS users are more likely to engage in ad request on their mobile devices. However, Google's Android accounted for the largest share of mobile ad requests with 39.1 percent, followed by iOS and Research In Motion's BlackBerry OS.
The shift to mobile advertising appears to be a sound one. According to a recent Interactive Advertising Bureau report, U.S. mobile advertising revenue reached between $550 and $650 million last year.