Jumptap’s latest MobileSTAT (Simple Targeting & Audience Trends) report for October finds that Android owns the biggest piece of the smartphone OS market on the Jumptap network, while Symbian and iOS boast the highest click-through rates (CTR).
According to Jumptap, Google’s Android owned 47 percent of the smartphone OS market in September on the Jumptap network of more than 95 million U.S. users. This share of the market was unchanged from Android’s share in August.
Apple’s iOS followed with 23 percent (down from 24 percent in August), while RIM’s BlackBerry held 21 percent (down from 22 percent in August) of the market.
Jumptap notes that it expects an increase in Apple’s share of the smartphone OS market, due to the record-setting opening weekend sales of 4 million iPhone 4S units. It cites a study from Retrevo noting that 12 percent of Android users and 24 percent of BlackBerry users plan to buy the newest iteration of the iPhone.
“In light of the recent Blackberry outage, we could see the first substantial change in smartphone operating system market share in some time,” Jumptap’s report notes.
Symbian led all mobile operating systems with a CTR of 0.63 percent in September, followed by iOS with 0.62 percent, BlackBerry with 0.49 percent, Android with 0.42 percent and webOS with 0.38 percent.
Mobile users ages 45-74 continue to exhibit the highest CTR. “This highlights the importance of nonclick focused campaigns to engage with younger consumers on mobile,” the report notes.
Mobile users with household income of more than $50K had a CTR of 1.25 percent in September, while users with household income of less than $50K had a CTR of 0.24 percent.
Also, males had a CTR of 0.64 percent, more than double the CTR of 0.31 percent for women.
According to Jumptap, 52 percent of app traffic on its network happens on Android phones, followed by 31 percent for iOS, 15 percent for BlackBerry, 1 percent for Symbian and 1 percent for other.
For the mobile Web, 50 percent of traffic happens on feature phones, while 18 percent is on Android, 16 percent on BlackBerry, 7 percent on iOS, 7 percent on Symbian, 1 percent for webOS and 1 percent for Windows Mobile OS.
In September, 76 percent of mobile campaigns were click-to-Web, while 23 percent were click-to-download.
Location-based (MSA) targeting was utilized by 33 percent of premium campaigns, followed by handset-based targeting with 25 percent, capability-based targeting with 19 percent, location-based (State) targeting with 6 percent and age-based targeting with 4 percent.
Fifty-six percent of campaigns used one targeting method, 34 percent used none, 8 percent used two and 2 percent used three or more methods.
Retail, automotive and entertainment were the largest verticals on the Jumptap network in September. While retail claimed the biggest impression share, government and entertainment claimed the highest CTR.
The report also noted remarkable results when it came to the lift in CTR for major verticals over standard mobile banner campaigns. Quick-serve restaurants, for example, experienced a 455 percent lift, while consumer electronics experienced a lift of 362 percent.
Source:
Network
