All the latest UK technology news, reviews and analysis


Android overtakes iOS for mobile ad traffic

23 Apr 2014
Google Android logo

Android mobile advertising traffic has surpassed iOS for the first time as spend on the platform grows across the globe, according to new data.

Mobile advertising firm Opera Mediaworks said that its first quarter data for 2014 showed that traffic to adverts from Android devices now accounts for 42.8 percent of the ads it serves, compared with 38.2 percent on iOS devices.

Samsung is the clear leader in the share of this traffic delivery, accounting for 60 percent of impressions from Android devices, ahead of rivals LG, Motorola, HTC and ZTE.

No doubt the continued launch of major new products on Android, such as the Galaxy S5 or HTC One M8 (reviewed below), have helped drive this growth as more buyers plump for devices over Apple's iPhone.

The news should be welcome at Google after it revealed that its average cost-per-click income has fallen by nine percent over the past financial year, causing concern among investors.

However, in the UK the report said iOS remains the dominant mobile ad platform with 55 percent of all ad impressions and 66.9 percent of revenue coming from Apple devices. iOS accounts for 62.3 percent of UK unique users based on ad requests, while Android has just 18.6 percent and BlackBerry a respectable 14 percent.

The data also shows that UK mobile users are still more likely to click on ads from within applications than in the browser. Seventy-two percent of impressions come from apps in the UK. This is far above the worldwide average too, which is just 31 percent of impressions being delivered through apps.

Opera Mediaworks said that ads for games enjoy the highest click-through rates, while ads for mobile phones account for the greatest number of impressions served.

  • Comment  
  • Tweet  
  • Google plus  
  • Facebook  
  • LinkedIn  
  • Stumble Upon  
Dan Worth
About

Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal

View Dan's Google+ profile

More on Operating Systems
What do you think?
blog comments powered by Disqus
Poll

IT curriculum poll

With coding now compulsory in schools, how important are digital skills for the next generation of school leavers?
66%
8%
18%
8%

Popular Threads

Powered by Disqus
V3 Security Summit

V3 Security Summit Day 2: Botnet, skills and BYOD intelligence incoming

Keep V3 bookmarked for news updates on all the key security concerns and topics facing businesses

Updating your subscription status Loading
Newsletters

Get the latest news (daily or weekly) direct to your inbox with V3 newsletters.

newsletter sign-up button
hpv3may

Getting started with virtualisation

Virtualisation can help you reduce costs, improve application availability, and simplify IT
management. However, getting started can be challenging

ibmv3may

Converting big data and analytics insights into results

Successful leaders are infusing analytics throughout their organisations to drive smarter decisions, enable faster actions and optimise outcomes

E-Learning Developer - Sheffield

An E-Learning Developer is required for 3 months initially...

Senior C++ or C# Developer

This is an excellent opportunity for an experienced C...

Cloud Computing Integration (Software Engineer)

Cloud Computing Integration (Software Engineer) BAE...

Equities Back Office Support/SIMCORP - Fund Manager - Abu Dhabi

Equities Back Office Support Analyst/SimCorp - Fund Manager...
To send to more than one email address, simply separate each address with a comma.