If we take a look at mobile phone use patterns (here seen by monthly impressions), however, it becomes apparent that there are lots of mini-surges and dips throughout the calendar year. Our parent company, Opera Mediaworks, compared the first half of 2012 to that of 2013 and found a clear pattern, and we can speculate that the second half of 2013 might follow a similar pattern.
The biggest surge we can see on the chart is during Spring Break season. Beginning in March and lasting well into April, consumers are using their phones almost as much as they are in the pre-holiday November period. What a great time to run some spring season campaigns. Auto advertisers, for instance, might take advantage of all those mobile impressions to promote spring sales events with customized-by-local-region campaigns.
Another surge to consider is the late August hump. This is likely due to lots of students heading back to school, plus the beginning of the fall sports season. And sports are a huge influence on mobile use: consumers now rely on their mobile devices to keep updated on scores and their fantasy league teams.
This spring, for example, the opening of Major League Baseball season drove the entire Sports category to capture the most amount of revenue on the platform. Mobile media buyers should take this trend into consideration this to get an early start on campaigns for the fall season.