Android overtakes iOS in mobile ad traffic
For the first time ever, Android has climbed to the number-one position in terms of mobile ad traffic, surpassing iOS. This means Android devices running the operating system are now getting more mobile advertising that those running iOS.
According to Opera Mediaworks, almost 43% of all mobile ad impressions came from an Android device in the first quarter of 2014. That compares to 38% for iOS, 5.8% for Symbian, 1.14% for BlackBerry and 0.18% for Windows Phone.
iOS devices still generate 52 percent of the total revenue compared with 33 percent for Android, but Android is catching up. Most of Android’s gain has been at the expense of BlackBerry and Symbian devices.
According to Opera Mediaworks, Samsung was the “clear leader” in the Android market, accounting for more that 60 percent of ad impressions on Android. LG came in second with 11 percent.
Social networks accounted for the most mobile ad traffic volume, while arts and entertainment sites are the top revenue generators. Business, finance and investing content has the highest revenue per impression, holding that top position for the past year.
The US continues to drive the majority of ad traffic and revenue on the Opera Mediaworks’ platform but Asia is now in a solid second place, having overtaken Europe as the second largest mobile ad market in the past quarter.