For the first time in 2012, Android has taken share away from Apple, with 42% of in-app advertising impressions
LONDON – Velti (NASDAQ: VELT), the leading global provider of mobile marketing and advertising technology, has released its July ‘State of Mobile Advertising‘ report, Velti’s monthly insight into industry trends. The data reveals that although the majority of mobile ad impressions are still recorded on Apple’s iOS handsets, Android took four percent of market share from Apple.
Apple devices now claim 58 percent of in-app ad impressions; volumes for iPhone models dropped from 31 percent to 27 percent in July and also fell from 22 percent to 19 percent for the iPod Touch.
“Although Android’s four percent surge appears modest, we should bear in mind figures from IDC indicating 68 percent of smartphones shipped in 2012 have been Android models,” said Krishna Subramanian, CMO of Velti. “Arguably, iOS figures are down as consumers await the iPhone 5 launch, but still these results support the view that volume of Android impressions will continue to grow over the course of the year.”
iOS still dominates tablets where mobile in-app advertising impressions rose from nine to 12 percent for iPads. The rise may be attributed to the new tablet’s recent launch in China, where traffic increased by 150 percent during its first week. Globally, the new iPad is now closing the gap on its predecessor for ad impressions. In the five months post release, the new model has 20 percent of total impressions, while the iPad 2 had 24 percent of volumes at the same point in its lifecycle.
Velti’s research highlights the Android tablet market is changing, although Samsung is still the leading Android tablet manufacturer overall, Amazon’s Kindle Fire is the most successful model with 38 percent.
Commenting on the tablet market Subramanian said: “Despite the success of the iPad, Apple shouldn’t rest on its laurels. The status quo is likely to be disrupted by the launch of the Kindle Fire 2 and Google Nexus 7. If the tablet market follows a similar pattern to what we’ve seen with smartphones, publishers may consider reducing the lag time between iOS and Android app releases.”
Visit http://www.velti.com/data_reports.html to download the full report.
About Velti
Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGageTM, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti is a publicly-held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT. For more information, visit www.velti.com.
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