Bad News For iAd: Android Users Click Ads 81% More Frequently Than iPhone Users

Android seems to be in the spotlight more than ever these days, surpassing Apple in activations, mobile Web browsing and other important categories.  According to new data from Chitika, Android now beats the iPhone on yet another vital front — mobile advertising CTR. In a break down of iOS vs. Android mobile-ad click rates provided …   Read More

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Bad News For iAd: Android Users Click Ads 81% More Frequently Than iPhone UsersAndroid seems to be in the spotlight more than ever these days, surpassing Apple in activations, mobile Web browsing and other important categories.  According to new data from Chitika, Android now beats the iPhone on yet another vital front — mobile advertising CTR.

In a break down of iOS vs. Android mobile-ad click rates provided by Chitika, Android users clicked on ads 81% more frequently than iPhone users, signaling an important milestone as Google and Apple continue to battle on the mobile advertising front.  Granted this is just one of many mobile ad-networks (Chitika), but it’s interesting nonetheless.

What’s interesting about the research is that the CTR for iOS includes the iPad, which is much higher than iPhones, but still less than on Android devices.  The data shows the iPad with an average CTR of 1.010%, the iPhone with .654% and Android with a leading 1.187%.  With a slew of Android-based devices hitting shelves in the coming months, Android’s overall CTR will undoubtedly rise even more.

This is also bad news for iAd, which has been hit with bad press recently regarding everything from Apple’s tight control over the creative process, to a lack of supporting analytics and even big-name brands dropping their iAd strategy altogether.  In the end, it comes down to reach.  Android is being put on numerous devices while Apple’s iOS will always be limited to Apple hardware.  With more users, there’s more mobile ads being served, which aways equates to higher CTRs on average.  Either way, the battle between Google and Apple rages on.

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2 comments

  1. Giff Gfroerer, i2SMS

    This is strong for the Android, making this a solid advertising medium. However, if we look at the CTR's of days gone past with the iPhone, in the beginning when it was the new OS, the iPhone also boasted such numbers, even higher…

    As the Android OS continues to build, (200,000 plus activations a day, 10+million units sold last quarter), new smart phone users are brought into the Android fold. Just like their iOS counterparts two and three years ago discovered, mobile ads are a new novelty, and they are being clicked on.

    Look at the CTRs of web ads in the early days back in 1998 or 2000 and compare to today. They were amazing in the beginning, and then dwindled off as well.

    This is not so much about Android besting the iPhone and iPad, but more about the novelty of new Android OS phones and the users that are now using them. This too shall pass.

    However, the great news for advertisers is mobile ads are being checked out, across all platforms, in ever increasing numbers, bettering what their counterpart ads are doing on non-mobile device platforms.

  2. @mediaarmor

    Clicks are important but can't be counted on as a sole proxy for campaign success. We outlined a case for this in a Mobile Marketer article: http://bit.ly/cLMbxi

    Transparency in the marketplace between publishers and advertisers is a must to increase trust and to aid in making informed and insightful decisions. Access to data and clear well-rounded metrics is essential while keeping a tight lock on data only inhibits the growth of the industry.

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