According to Jumptap’s latest figures, Google’s Android mobile operating system (OS) continues to hold a healthy lead in the smartphone market, while Apple’s iOS continues to lead when it comes to click-through rates (CTR).
Jumptap’s “MobileSTAT (Simple Targeting & Audience Trends) Monthly Report” for November shows that Android’s market share was 44.7 percent in October, down from 47 percent in September. Jumptap attributes some of this loss to the newest iPhones making their way to the market.
iOS finished October with 24.6 percent of the market, up from 23 percent in the previous month. Meanwhile, BlackBerry claimed 22.9 percent of the market in October, followed by Symbian with 6.4 percent, others with 1 percent and webOS with less than 1 percent.
When it came to CTR, iOS and Symbian led the way with 0.63 percent. BlackBerry had a CTR of 0.55 percent, Android had a CTR of 0.49 percent and webOS had a CTR of 0.37 percent in October. The average for the month was 0.54 percent.
According to Jumptap, 53 percent of requests in October were from the mobile Web while 47 percent were from apps. Of the mobile Web requests, 34 percent were from feature phones, 34 percent were from BlackBerry phones, 19 percent were from Android phones, 7 percent were from iOS phones and 5 percent were from Symbian phones. Of the app requests, 49 percent were from Android phones, 26 percent were from BlackBerry phones, 25 percent were from iOS phones and less than 1 percent were from Sybmian phones.
The report also shows that mobile CTR peaks in the evening. Also, “At this point you can put your hand over your heart and recite these mobile truths: Males, older users, and high-income individuals click on mobile ads at a higher rate than other demographic groups,” according to Jumptap.
Click-to-Web mobile campaigns accounted for 76 percent of performance campaigns in October, followed by click-to-download with 23 percent.
According to the report, 71 percent of marketers utilized two targeting methods in their mobile campaigns, while 19 percent used one and 9 percent used three or more.
Location-based targeting was the most popular targeting method for premium campaigns, as 61 percent of marketers used this tactic, up from 33 percent in September. Device capability was second with 22 percent, while carrier was used by 8 percent of campaigns.
Entertainment was the mobile advertising vertical with the highest CTR, while retail was the vertical with the largest impression share in October.
Source:
http://www.jumptap.com/wp-content/uploads/2011/06/MobileSTAT_november_2011.pdf
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