iOS Continues to Lead in Mobile Ad Revenue Despite Increasing Competition From Android

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Apr 12, 2001
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Apple continued to be the leader in mobile ad revenue by a significant margin in 2014, based on the latest insights from Opera Mediaworks (via TechCrunch). According to the report, iOS captured 51.67% of ad revenue and 27.18% of traffic during the fourth quarter to close out the year as the leader in dollars earned. Meanwhile, Android trailed in second in revenue with a 41.20% share despite generating an all-time high in ad impressions and commanding 62.69% of traffic among mobile operating systems.

Android may have expanded and taken the lead in traffic, but iOS retained its solid lead for revenue generation and monetization. Apple's tenacious grip on revenue generation is driven to a large extent by its favorable market position in western markets, such as the United States, Germany and the United Kingdom. In these markets, rich media and video advertising are more common and the high volume of mobile application usage (vs. mobile browsing) drives a robust user acquisition market.
The mobile advertising market, much like the overall smartphone industry, is largely a two-horse race between iOS and Android. BlackBerry, Symbian and Windows each accounted for around 1% or less in traffic and revenue during the fourth quarter, while all other smaller mobile platforms grouped together held a 5.55% share of traffic and 5.89% share of revenue. Social networking, games, and music, video and media lead the way in traffic volume and revenue generation.

Article Link: iOS Continues to Lead in Mobile Ad Revenue Despite Increasing Competition From Android
 

ArtOfWarfare

macrumors G3
Nov 26, 2007
8,559
3,966
I'm surprised that Blackberry has over 5x the market share that Windows Mobile does. People talk about Blackberry like it's a rounding error while they talk about Windows Mobile like it's in third place... why?

Plus, what the heck, Symbian? I thought that died years ago.

And what are the "Other" OSs? Palm or Web OS? Some kind of mobile Linux?
 

RoboWarriorSr

macrumors 6502a
Feb 23, 2013
882
45
I'm betting those App Store redirects that advertisers having been using are one of main generators of revenue. It's ridiculous to be web browsing and then booted to the App Store. Safari being reloaded doesn't help either.
 

2457282

Suspended
Dec 6, 2012
3,331
3,006
The iPad numbers compared to the Android tablet numbers are very interesting.
 

jjxtra

macrumors newbie
Dec 26, 2012
9
5
This is not a surprise. My iad revenue is usually 5-10x that of admob given the same number of impressions.
 

Krevnik

macrumors 68040
Sep 8, 2003
3,211
623
I'm surprised that Blackberry has over 5x the market share that Windows Mobile does. People talk about Blackberry like it's a rounding error while they talk about Windows Mobile like it's in third place... why?

Plus, what the heck, Symbian? I thought that died years ago.
I'll just point out that this isn't market share, this is ad revenue on the platform. The two come from very different numbers:

Sales per Quarter -> Market Share

Units Active in the Wild + Use of Advertisements on Those Units -> Ad Revenue

So while Blackberry is not selling units, they have many units in the wild, and those units are still getting use. Same with Symbian.

As for Windows Phone, with worldwide numbers here, there are many factors at play. Are the markets that Windows Phone does well in, generating the sort of ad revenue to be competitive in the first place? Does the lack of a mobile ad platform play into the numbers? How frequently do Windows Phone users use the browser versus an app, and what other usage patterns are at play?
 

fermat-au

macrumors 6502
Dec 7, 2009
444
477
Australia
People should have a look at the original report there are many more interesting graphs.

During 2014 Android grow, and iOS dropped, in terms of both impressions and revenue as a percentage.

-


The US is still the number one in terms of impression, but in 2014 they dropped below 50%, the growth region is APAC (China, India etc)


We need to remember that all of these number are percentages, not absolutes. I would expect absolute impress and revenue to have increased in almost all region for all OSs.
 

wolfaaron

macrumors regular
Jul 31, 2012
139
43
Android has more tech savvy people than iOS. I wonder how many Android users are using an Adblock service.

I also wonder how websites will operate if they can't pay their bills with ads anymore. Websites offered free services in the first because ads were very profitable.
 

steiney

macrumors 6502
Nov 6, 2009
478
29
Oh my god! Windows OS at 0.19%!!!!!!!!! Hahahahaha! They seriously need to stop. Just stop. That's basically 2/1000th of the market. Ouch. And that appears to account for their line of Surface tablets.
 

Serelus

macrumors 6502a
Aug 11, 2009
673
132
Vm9pZA
Android has more tech savvy people than iOS. I wonder how many Android users are using an Adblock service.
Yeah except, 9 out of 10 people who own an android just want a smartphone, but not at the cost of an iPhone. So they buy an android device instead. Most devices both iPhone and Android are not even owned by techsavvy people at all these days everyone has a Smartphone, and the techsavvy among them are in 0.x percent. It would have had little to no influence on these results.

This notion that android users are more techsavvy is absolutely false.
 

Oletros

macrumors 603
Jul 27, 2009
6,004
57
Premià de Mar
Yeah except, 9 out of 10 people who own an android just want a smartphone, but not at the cost of an iPhone. So they buy an android device instead. Most devices both iPhone and Android are not even owned by techsavvy people at all these days everyone has a Smartphone, and the techsavvy among them are in 0.x percent. It would have had little to no influence on these results.

This notion that android users are more techsavvy is absolutely false.
Exactly this
 

teslo

macrumors 6502a
Jun 9, 2014
931
594
Yeah except, 9 out of 10 people who own an android just want a smartphone, but not at the cost of an iPhone. So they buy an android device instead. Most devices both iPhone and Android are not even owned by techsavvy people at all these days everyone has a Smartphone, and the techsavvy among them are in 0.x percent. It would have had little to no influence on these results.

This notion that android users are more techsavvy is absolutely false.
but with carrier contracts, most people buy phones - whether it's a flagship or cheaper - for $0 to $200 dollars. this argument somewhat hinges on the incorrect notion that everyone buys non-subsidized.

my assessment of my friends who claim 'apple sucks and android is the correct decision' usually are more interested in customization. not necessarily tech. and they usually don't know jack squat about iOS, so any feature you show them is somewhat surprising. since according to pop culture/lore, the iPhone doesn't allow you to do 'ANYTHING.'

there's still this strange idea that phones are entirely dissimilar. the truth is that they're all 'pretty much' the same as far as any neutral source can tell.
 

Reason077

macrumors 68020
Aug 14, 2007
2,158
654
Using iOS 6 and 7. I WILL NEVER put the trash that iOS 8 is on any of my devices.
iOS 6? NO WAY. I'm sticking with iOS 3. Everybody agrees: everything after that release was all downhill for iOS.

Now, if you'll excuse me, I'm off down to the local Blockbuster to see if they have anything good to rent on VHS.
 

mk_in_mke

macrumors regular
Jan 2, 2003
186
9
Milwaukee, WI
I would agree with you...

Using iOS 6 and 7. I WILL NEVER put the trash that iOS 8 is on any of my devices.
... Why use a car when a couple of horses can take you from point A to point B?

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Just goes to show how RIGHT this guy was: http://venturebeat.com/2011/04/07/windows-phone-beat-iphon/#. Amazing prediction. Unbelievable.
On the same topic, did you read at the time the predictions on Apple brick and mortar stores success by so-called, and sometimes self-proclaimed, specialists?

Apple was doomed, it will never work...

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Android has more tech savvy people than iOS...
Do you have more jokes? And if is not a joke, really not a joke, we welcome the opportunity to read your detailed analysis....
 

Watabou

macrumors 68040
Feb 10, 2008
3,414
691
United States
... Why use a car when a couple of horses can take you from point A to point B?

On the same topic, did you read at the time the predictions on Apple brick and mortar stores success by so-called, and sometimes self-proclaimed, specialists?

Apple was doomed, it will never work...
Yep, same with the iPad, everyone was convinced it wouldn't work. I guess we should have a rule, if anyone says "it's not going to work, and Apple is doomed!", we should just automatically translate that to "this will be a hit, Apple will be incredibly successful and raking in money."