Mobile users are far more likely to click on ads served in an app than via mobile browser, and Q3 2014 data from InMobi supports this. Looking at ads served on the source’s monetization platform, in-app ads served worldwide last quarter—which grabbed 80% of impressions—saw an average clickthrough rate (CTR) nearly 2.8x higher than placements on the mobile web. At the same time, average eCPM for in-app advertisements were about 2.5x that of mobile web ads.
This makes sense when one considers how mobile users spend time with their devices. June 2014 data from comScore showed that US smartphone users spent 88% of their phone time with apps and just 12% with browsers, and those figures came in at 82% and 18% for tablets, respectively. Read the rest at eMarketer.