August 22, 2014

Android Users Consume More Ads

Android generates nearly the same ad requests as iPhone from a much smaller marketshare.

Android generates nearly the same ad requests as iPhone from a much smaller marketshare.

AdMob’s just-released report (pdf) of mobile ad data from February, 2010 includes great news for our favorite operating system, noting that “Android was the fastest growing operating system in the AdMob network year-over-year.” But more importantly, putting the report in the context of other recent data suggests that Android users are a better audience for advertisers than users of iPhones or Blackberries.

Android users, only 5.2% of U.S. smartphones, accounted for 42% of ad requests in AdMob’s report. IPhone users generated 44%, nearly the same percentage of ad requests as Android, but from five times the marketshare: 25.3%. Blackberry lags, with 41.6% market share generating only 7% of ad requests. (U.S. smartphone marketshare via comScore’s report last month.)

Worldwide, Android’s share of smartphone ad requests jumped from 2% in February, 2009 to 24% in February, 2010. numbers follow a similar pattern. That 24%, half iPhone’s share, comes from less than 5% of the world’s smartphone market, while Apple generates its 50% of requests from almost 15% of worldwide smartphone sales. Again, Blackberry trails far behind, its almost 20% of worldwide smartphones accounting for only 4% of ad requests. (Worldwide smartphone marketshare via Gartner’s report last month.)

What does this mean? It means that the average Android user is much more active in generating ad requests than users of other platforms, both via web browsing and in ad-supported apps. Simply put, advertisers’ money is much better spent on Android users than on iPhone or Blackberry users.