Rating: Publishers may reduce time lag twixt iOS and Android app releases
Velti has been mining data from the mobile advertising it aggregates across over 40 ad networks. Figures for its July ‘State of Mobile Advertising’ report, show that Apple’s share of the smartphone and tablet sector is holding up against Android.
Apple devices currently claim 58 per cent of total in-app ad impressions, for example. However, its share is slipping arguably because Apple fanboys are awaiting the launch of the iPhone 5 next month [September 2012]. As Krishna Subramanian, CMO with Velti, points out, “We should also bear in mind that figures from IDC have indicated that 68 per cent of all smartphones shipped in 2012 have been Android models.” Tablets are an area where iOS still dominates, though, with total mobile in-app advertising impressions rising from nine to 12 per cent for iPads in July.
Apple could face stiff competition in this sector, too if the much anticipated launch of the Kindle Fire 2 and Google Nexus 7 follow observers predictions.
“If the shape of the tablet market follows a similar pattern to what we’ve seen with smartphones, then publishers may consider reducing the lag time between iOS and Android app releases,” Subramanian suggested.
However, although Velti’s July data revealed that the majority of mobile ad impressions are still recorded on Apple’s iOS handsets, Android took four per cent of market share from Apple last month.
Volumes for iPhone models dropped from 31 per cent to 27 per cent over the course of the month and also fell from 22 per cent to 19 per cent for the iPod Touch portable media player.
The rise in-app advertising impressions for iPads may be accounted to the tablet’s launch in China on July 20th, according to Velti. The new iPad is now closing the gap on its predecessor in terms of ad impressions.
In China during its first week of launch, traffic ramped up by 150 per cent.
In the five months post release, the new model has 20 per cent of total impressions, while the iPad 2 had 24 per cent of volumes at the same point in its lifecycle.
Velti’s research figures show the shape of the Android tablet market is changing.
Whilst Samsung is still the leading Android tablet manufacturer overall, Amazon’s Kindle Fire is the most successful individual model accounting for 38 per cent of the total market.
Commenting on the shape of the tablet market Subramanian said, “Despite the phenomenal success of the iPad, Apple shouldn’t rest on its laurels.”
He continued, “These results support the view that the volume of Android impressions will continue to grow over the course of the year.”
The data for the Velti report is taken from the Mobclix Exchange, which sits at the intersection of over 33,500+ apps and 45 plus ad networks including Jumptap, inMobi and Smaato.
The full report can be downloaded from here.