Mobile ad trends: Apple strikes back


The launch of Apple’s IOS 6 and iPhone 5 has halted Android’s gains for total number of global ad impressions, according to new data. The findings, from Velti’s monthly “State of Mobile Advertising” report for September indicate that in a single month Apple has retaken the five percent of ad share taken by Android since June and the company now owns 62 percent of all ad impressions compared to Android’s 38 percent.

This is a familiar pattern mirroring figures following the launch of the iPhone 4S, when total ad impressions also spiked by 5 percent.

It’s not all good news for Apple, even though 40 percent of users upgraded to IOS 6 within the first week of launch, the negative publicity around the map application appears to have taken its toll.

Less than 50 percent of iOS users have installed the update so far, this breaks down to 42 percent sticking with iOS 5 and a further 11 percent still using iOS 4.

Velti also reports that just under half of all iPhone 5 impressions came from the U.S., followed by Japan with 14 percent, and the UK with eight percent of impressions.

“In July and August, Android held prevalent market share in a year that was previously dominated by iOS—but September marks an end to this trend,” said Krishna Subramanian, CMO of Velti. “We are seeing a pattern that leads us to believe the shift back to iOS domination is a result of the iOS 6 release and iPhone 5 launch. In fact, this is similar to the change we saw directly after the iPhone 4S release, when iOS volume also spiked by five percent.”

Velti’s September report also reveals insight into engagement patterns of iPhone 5 early adopters. Consumers were eager to try out their favourite apps on their new devices—Velti’s data shows consumers spent 27 percent of their time on social networking applications, followed by games (22 percent) and entertainment and utility apps (13 percent each).

Even though Apple has been able to claw back ad share from Google globally, Velti’s research highlights that the company does not dominate every smartphone market.

One notable exception is Samsung’s home territory Korea, where the iPhone accounts for less than 15 percent of handset sales in the the top 5.

Despite the well-publicised courtroom battles with Apple, September was a good month for Samsung in terms of impressions and the company’s flagship Galaxy S3 smartphone entered the top five devices in the global network for ad share, pushing out Amazon’s Kindle Fire.

Other notable data from the report includes:
• Samsung’s Galaxy S III: Samsung’s Galaxy S III entered the top five devices on the exchange this month, capturing 1 percent of all impressions.

• Weather Surge: Weather is once again the leader on the eCPM Index, after being beaten by Education apps in August.


Data for this report is taken from the Mobclix Exchange, which sits at the intersection of 33,500+ apps and 45+ ad networks.

To download the full report, click here (registration required)


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