Study: iOS Is Mobile Ad King


A new study by Opera Mediaworks found that in the last quarter of 2013, Apple’s (NASDAQ:AAPL) iOS platform brought in more ad revenue than Google’s (NASDAQ:GOOG) competing Android despite the fact that Android has a bigger market share than iOS. These results help substantiate Apple’s repeated claims that its users are more engaged with their devices than the users of other smartphones and operating systems.

According to the Opera Mediaworks study, iOS accounted for 55.7 percent of mobile ad revenue in the last quarter of 2013, up from 50 percent in the previous quarter. Further results from the study, seen by Apple Insider, showed that Android only accounted for 31.7 percent of the total mobile ad revenue for the quarter. Apple also outperformed Android in terms of Web traffic, drawing a 43.4 percent share while Android took 37.7 percent.

When looking only at smartphones, the iPhone had a smaller percentage of ad traffic than Android because of the sheer number of Android handsets on the market. But Apple’s iPhone still beat out Android smartphones in terms of revenue. The iPhone saw 28.7 percent of traffic but accounted for 40 percent of smartphone ad revenue. Android phones saw 35.8 percent of traffic and accounted for 30 percent of smartphone ad revenue.

Apple predictably dominated Android in the tablet realm, with the iPad taking 10.6 percent of traffic and 12.7 percent of revenue versus Android’s 1.86 percent of traffic and 1.67 percent of revenue.

“2013 was a tremendous year for mobile advertising. At agencies, mobile campaigns moved from the back burner to the front and rich media ads replaced boring banners. Many publishers found their smartphone and tablet traffic eclipse their desktop internet traffic, and a some even made more money from mobile advertising when compared to desktop,” said Mahi de Silva, the CEO of Opera Mediaworks, in the firm’s press release. “With a 13% jump in the growth of new devices during Christmas just in the U.S., we expect even more growth in 2014. We anticipate the global media spend on mobile advertising will make up 20% of all digital advertising worldwide in 2014.”

The most recent data from the third quarter of last year show that Apple is still behind Android in terms of market share in the United States. Data from comScore showed that Android had 52.2 percent of the market while the iPhone made up 40.6 percent.

The findings confirm Apple’s previous claims that while its platform may not lead in terms of total market share, users of Apple products are more engaged with their devices than users of other platforms, so advertising on iOS is a better investment than defaulting to the platform that simply has a bigger market share.

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