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Studies: iPhone 'most social' platform, iOS top for ad revenue

updated 04:00 am EDT, Wed July 24, 2013

Reinforces numbers on iOS web and end-user penetration

During the fiscal third-quarter conference call with analysts, Apple CFO Peter Oppenheimer made it a point to mention that the iPad and iPhone were the perennial leaders in customer satisfaction, with Oppenheimer pointing out that the iPhone was the top individual brand of smartphone and CEO Tim Cook noting that the iPad had a remarkable 84 percent of tablet web traffic. Two new studies have reinforced those claims, from ShareThis' "iPhone is the most social" finding to Opera Mediaworks saying that iOS overall generates the most ad impressions and revenue.

ShareThis, a company that offers easy sharing options on millions of websites, says that users are three times more likely to share items they find on the web using their iPhone versus a desktop, and are at least 1.5 times more likely to share using the iPhone than any other mobile device -- even the iPad. The company estimated that 12.4 percent of users share web content, media or links on the iPhone, dwarfing the entire Android platform at 7.4 percent, BlackBerry with 6.3 percent, Mac at five percent, Windows PCs at 3.9 percent and the iPad at 3.4 percent.

The chart (below) shows that all desktop platforms together average about 4.5 percent of users sharing, while all mobile platforms together hit almost eight percent. The results are based on a 30-day study across its network of 2.4 million sites.

A second report covering mobile advertising for calendar Q2 and taken from 35 billion mobile ad impressions found that iOS continues to have a huge lead over Android and all others both in terms of the number of ad impressions and revenue. However, the study also found that if tablets are taken out of the equation, the breakdown is nearly evenly split between Android and iOS -- demonstrating the strong dominance the iPad has over its tablet rivals, as Cook noted during the call.

Apple was responsible for 44 percent of all mobile ad impressions, and also brought in about half of all revenue. Subtracting tablets, the iPhone and Android smartphone platforms are tied with just over 30 percent of ad impressions -- a small change from late last year, when the combined Android market just squeaked out a victory over iOS in impressions.

Though the two smartphone platforms are roughly equal in impressions, in ad revenue the difference returns: 36.4 percent of mobile ad revenue comes from iOS, compared to 27.8 percent from Android. It is widely believed that Google makes more money from advertising through the iOS platform than it does from its own Android platform, though the company has naturally never confirmed this.

When isolating Android results to just Samsung, the difference becomes more stark: 43.8 percent of impressions happen on iPhones, versus 17.4 percent on Samsung devices. When tablets are added back into the mix, the results become hopelessly lopsided: 91.2 percent of ad impressions are on iOS, versus 6.1 percent for Samsung. When excluding Apple's results from the data, Samsung unsurprisingly leads the Android pack with 58.5 percent of Android ad impressions, followed by HTC, Motorola and LG in that order.

by MacNN Staff





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