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Android overtakes iOS for mobile ad traffic

23 Apr 2014
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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.

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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

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