Mobile ad data reveals breakdown between highest traffic and most revenue
When we want to get a sense of the current state of the smartphone market, we often to look to various statistics of one form or another. We can examine reports of new shipments in order to tell which companies are hottest at the moment, or look at reports of device ownership to see who’s getting users to stick around the longest. The latest data set to come our way looks at smartphone (and tablet) usage through the eyes of advertisers, and the picture it paints reveals some interesting differences between the various platforms.
For instance, while Android smartphones create more ad impressions overall than iPhones do, advertisers are making quite a bit more money off those iPhone ads. Specifically, while Android has 35.85% of the traffic, it only generates 30.07% of the revenue, while iPhones account for only 28.72% of impressions, yet lead to 40.03% of the total revenue.
Apple also has a big leg up with tablets, while Android tablet figures barely make a drop in the bucket (even BlackBerry phones rank higher than Android tablets). Somewhat surprisingly, the iPod touch is a major ad platform, accounting for a little over 4% of traffic – that’s more than BlackBerry and Windows Phone combined.
We also see more international advertisers getting into mobile-based promotion, with Europe, Asia, and South America leading the charge. Brazil, especially, has been climbing the traffic charts, led by a large population of Android users.