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.

  • DisKO

    What exactly does "more active in generating ad requests" mean? Is it that we click on ads more often? Or is it something else?

    • More like impressions than clicks, is my understanding.

  • Andrew

    Your findings are completely false.

    It just means that more ads are viewed per person on Android — probably because a greater percentage of android apps are free, and adsupported. This doesn't make android more attractive to advertisers at all, it just means the market for ads is larger. They still pay per impression.

    • Most mobile advertising is sold per click rather than per impression. I don't doubt that part of the reason is because there is a larger proportion or ad-supported apps, but it's not likely it's the only reason, and regardless of the reason, a platform whose users are seeing more ads on average is going to be more attractive to advertisers.

      • James

        "Most mobile advertising is sold per click rather than per impression."

        Not according to Ars Technica:

        It might be different for ads on a mobile device instead of a web page though. I don't know.

  • omo

    Right, not advertisers, but it is an incentive for developers…to ad adds to their free apps on Android and to write for Android if they haven't already…

  • From the figures by AdMob, you can tell: Motorola had a really good sales deal with the Milestone in the US. Really impacted the market! Also: in the UK, the HTC Hero has a nice footprint. This paves the way in Europe and US for more android uptake.

    @ Andrew is right, the conclusions in this article are wrong. Only shows there is a real uptake in Android browsing and usage of sponsored apps, but multiplied by the difference in free and paid apps for Android.

  • thank you for sharing. nice post. i like it :p

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