According to the latest figures from Chitika, advertisers appear to have an easy choice when it comes to who to target in the mobile realm.
After examining the ad click rates across its network for the Android and iPhone, the company found that Android users are “by far more valuable individually than iPhone users.” This is because Android OS users clicked on ads 81 percent more often than iPhone users.
Android users have an ad click rate of 1.187 percent, compared to 0.654 percent for iPhone users, according to Chitika. iPad users have a click rate of 1.010 percent.
The company was quick to point out the noticeable difference between iPhone and iPad click rates. “This may be chalked up to the difference in display size,” wrote Daniel Ruby, research director of online insights at Chitika. “Android devices, however, by and large have similar screens to the iPhone, and Chitika’s advertisements display the same on both devices.”
Don't feel sorry for Apple, however. Dictionary.com recently said that its mobile ad rates were up 177 percent since activating iAds, and that its iAd eCPMs exceed $10, and that other metrics surpassed what they were in the past.
The question is whether consumers will care enough about the quality and engagement of these ads to click on them.
A separate report from Bango found that mobile Web browsing from Android phones rocketed up 400 percent between the first and second quarters of 2010. For Apple devices, the increase during this period was 13 percent.
Nevertheless, BlackBerry devices retained the highest volume of mobile Web visits during the second quarter, with 37 percent of visits to mobile Web sites, a 20 percent increase from the first quarter. Apple followed with 26 percent, while HTC, Sony Ericsson, Samsung, LG and Motorola combined for 27 percent of mobile Web visits during the second quarter.
“Even with the advent of Apples new iAd platform and Google’s acquisition of AdMob, BlackBerry still represents the best volume opportunity for mobile advertising in the USA,” said Ray Anderson, CEO of Bango.
He added, “Apple appears to be losing ground to the latest Android handsets from HTC, Sony Ericsson, Motorola and Samsung, showing the slowest quarterly growth in Web browsing.”
Sources:
http://chitika.com/research/2010/android-users-80-more-valuable-than
-iphone-users/
http://www.businessinsider.com/apples-iads-on-their-way-to-becoming
-another-hit-2010-8
http://news.bango.com/2010/08/24/web-browsing-from-android-phones
-grows-400-percent/
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