Great read on adweekmag today following up on that RPV study from Adobe we mentioned last week. RPV, by the way, is the revenue generated for brands per visitor referred from Tumblr.
According to Tamara Gaffney, Adobe Digital Index’s principal analyst:
“The fact that [Tumblr] produces the highest revenue per visit from mobile devices is likely due to its user base, which is skewed to young, trendy and well-educated urbanites with a greater affinity for online purchases and the disposable income to spend more.”
Or, to put it another way: good taste, extra cash, and a healthy fear of crowded stores.