Again, Android comes out a winner with roughly one-third of users having clicked on an in-app ad. Surprisingly, Windows Mobile came in second with 29% of users clicking in-app ads, followed by Apple’s iOS at 26%. Rounding out the top five, Palm came in at number three with 22% followed by Blackberry at just 15%. “Other operating systems” came in at number five with 24%.
The findings are based on an August survey of 4,000 mobile subscribers who had downloaded an app in the last 30 days, and Nielsen attributes Android’s dominance to its users being a “younger demographic,” while also citing the fact that Android’s less affluent users also show a decided preference for free apps. “Either way, they are more likely to click on an ad within an app, and that spells a clear monetization strategy for anyone targeting the fast-growing Android user base,” concludes Nielsen in the report.