A new report from advertising network Adfonic shows Android ad impressions surpassing those of devices running Apple’s iOS for the first time in the second quarter of 2012.
Android’s worldwide share of mobile website and mobile app ad impressions on Adfonic’s network increased from 38 percent in Q1 to 46 percent in Q2. The share of iOS impressions decreased from 45 percent to 34 percent in the same period.
RIM BlackBerry and Nokia Symbian devices also saw increases. RIM’s share went up from 8 percent to 10 percent, while Symbian impressions went up from 5 percent to 7 percent.
The report showed stark differences in various regions of the world. Android is most dominant in North America, capturing 63 percent of ad impressions compared to 30 percent for iOS. Symbian maintained a strong showing in Asia with 19 percent and in Africa with 25 percent. Neither Android nor iOS dominated in Africa; Symbian was second to Java, which logged 38 percent of Adfonic impressions.
Despite Android’s lead, no single Android device is dominant. Because only Apple makes iOS devices, the iPhone saw 24.1 percent of all ad impressions, far more than any other device; it was followed by the iPad at 4.9 percent and iPod Touch at 4.7 percent. Samsung captured the top Android spot with its Galaxy S II phone in fourth with 3.9 percent of all ad impressions. The RIM BlackBerry Curve took fifth place with 3.3 percent.
The report also highlighted the effect of targeted advertising and demographics. Teenagers were 29 percent more likely to click an advertisement than other age groups and 54 percent more likely to convert that click into a purchase. Men clicked 3 percent more often than women, but women converted 31 percent more often. Creating gender-specific ads resulted in a 164 percent higher clickthrough rate for males in Technology & Telecoms campaigns and 92 percent higher rate for females in Entertainment & Media campaigns.
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