SAN MATEO, CA -- (Marketwired) -- 06/12/14 -- Opera Mediaworks has released a two-part study revealing how consumers use their mobile devices to interact and engage with health and fitness content.
The first part of the study is based on the 500 million monthly ad impressions served on 400+ mobile sites and apps within the Health & Fitness category on the Opera Mediaworks platform. We define health sites and applications as the sub-category focusing on medical and healthy lifestyle issues. Fitness sites are those catering to exercise interests or weight control.
The company found that:
iPhone users focus on health, Android more on fitness
Interest in health and fitness varies greatly by country
Midweek use trumps weekend, two different time-of-day patterns appear
For the second part of the study, Opera Mediaworks focused on the United States, as it provides the highest volume of traffic from health and fitness sites and applications. The company analyzed traffic from nearly 50,000 unique U.S. smartphones and also conducted a 2000-person survey in May 2014.
The report was released just ahead of one of the largest gatherings of healthcare communications professionals at the Lions Health event in Cannes, France. The remainder of the survey findings will be released in July, as part of a special Interactive Advertising Bureau (IAB) event.
To view the full report, see http://operamediaworks.com/insights/health_fitness.html.
This story first appeared in Re/code.
About Opera Mediaworks
Opera Mediaworks is the world's largest mobile advertising platform, deployed by 18 of the world's top 25 media companies and servicing 23 of the world's top 25 brands. With a focus on technological innovation, transparency and trust, Opera Mediaworks enables advertisers to reach their target audiences and publishers to optimize ad monetization. Opera Mediaworks' mission is to deliver relevant ads to the right people at the right time across today's most important medium -- mobile.
Headquartered in Silicon Valley, California, Opera Mediaworks has additional offices in San Francisco, New York, Los Angeles, Chicago, Miami, London, Hamburg, Buenos Aires, Sao Paulo, Mexico City, Bogota, San Jose (Costa Rica), Santiago, Dublin, Oslo Moscow, Singapore, Jakarta and New Delhi. Opera Mediaworks is a wholly-owned subsidiary of Opera Software ASA, which is listed on the Oslo Stock Exchange under the ticker symbol OPERA. Learn more about Opera Mediaworks at www.operamediaworks.com.