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.