iPad ads more lucrative than iPhone spots, study claims
updated 12:05 pm EDT, Mon August 2, 2010
Tablet a big attention draw
The iPad may well be more profitable to developers than the iPhone, at least in terms of advertising, according to mobile ad network Mobclix. The company has released new statistics for month of July, in which it points out that the ECPM (effective cost per thousand impressions) rating of iPad apps is approximately five times higher than for the iPhone. This is offset by the comparatively smaller market represented by the iPad so far, since there are under 4 million tablets sold worldwide.
Mobclix also remarks that iPad ads with video are 10.7 times more likely to generate taps than standard-format ads. iPad owners may be more involved with their devices in general, as figures show them spending three times longer with the same game on an iPad versus people playing on an iPhone. In reality however, this is only about 10 minutes extra.
The study also sheds light on the state of the iOS app market. 284,989 iPhone apps were compatible with the iPad by the end of June, out of a total of 295,488. Within the iPad-only realm, games were said to dominate with 20 percent of the market, or 15,547 apps; the next closest competitors were entertainment, educational and book apps. Travel and utility apps were comparatively marginal.
