Opera: iOS dominated mobile ads in Q3

Opera: iOS dominated mobile ads in Q3

Summary: Apple continues to dominate the state of mobile advertising thanks to the iPad, but Android isn't that far behind.

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Apple's iOS mobile operating system continues to dominate the mobile advertising market, according to Opera Software's third quarter State of Mobile Advertising report.

Opera analysts found that iOS delivered the highest eCPM, or effective cost per mille (thousand), with an average of $1.64 for the platform overall. If you want to break it down further, the iPad does better on its own with an eCPM of $4.42, while the iPhone does well at $1.48.

RIM followed in second place with $1.06, while Android trailed in third at 88 cents.

But don't count Android out in the slightest -- especially considering Google's mobile OS continues to lead the domestic smartphone market share by more than half.

Certainly, based on Opera's report, Apple does lead the mobile ad space with 46.37 percent of the traffic and 58.40 of the revenue. That's likely because Apple has a big lead in the tablet market still with the iPad, which is obviously its strength in this area.

With Android arguably still relying on smartphones for the time frame of this report, Google's OS claimed a little over a quarter of the traffic with 16.79 percent of the total revenue.

zdnet-opera-ios-mobile-ads

While we are still in the nascent stages of mobile advertising, these figures are only going to get more important as consumers continue to spend more time with their eyes glued to their mobile devices over their laptops (or anything else).

For reference, Opera stipulated that these findings are based on traffic across all browsers, platforms and respective apps -- not just on Opera browsers.

A full copy of Opera's third quarter report on the state of mobile advertising is available online now. Some of the other topics covered in the study include analysis the top categories for mobile ad revenue as well as a special focus about mobile advertising in the United Kingdom.

Image via Opera Software

Topics: iOS, Browser, Mobile OS, Mobility

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12 comments
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  • iOS has almost 2x traffic and 4x revenue comparing to Android

    And yet somehow you come to conclusion that "Android isn't that far behind"?
    DDERSSS
    • Could it just be that iOS users do more frivilous searches on the web

      then Android users?
      William Farrel
      • Hahahaha

        We have a winner! =D
        slickjim
  • Android has 2X the domestic market share and 0.5X the domestic traffic

    and 0.25X the revenue when compared to iOS and you consider that "Android isn't that far behind"?

    This is a serious issue for the long term vitality of the Android platform because it shows Android as a non-utilized platform and its users are ripe for conversion to a new platform from RIM, Apple, MS or some new unknown platform.

    Ownership without utilization is a dangerous thing.
    Bruizer
    • You still pushing this bunk?

      Android Users use their phones, tablets, TVs and Apps!

      What you're really seeing is the fact that there are multiple ad sources for Android and Google isn't the only source you choose from when building your App. Think I'm kidding, I'm on an Android Dev forum where they're talking about which group is delivering higher revenue.

      So, in reality Apple might be getting more than say Google but, the picture is probably incomplete.
      slickjim
      • And...

        Android has Chrome so, why would we need Opera? This makes no sense.
        slickjim
        • And iOS has Mobile Safari.

          Even better than Chrome on Android.

          So what is our point?
          Bruizer
      • There is no evidence of that in any way.

        I dev both platforms. Both platforms have the same ad networks (actually, iOS has the anemic iAd platform).

        Android users barely use their tablets at all. Utilization is beyond sad.

        Android users monetize apps (either through purchase or ads) poorly compared to iOS. On purchase, it is still about 1000% better on iOS than Android. 1000%. Not a small number.

        Android users don't engage the platform as much as iOS and even less than BBOS users.

        Android is a loosing game for monetization and you stick to it in the hopes it may someday change and you want to be there. It is a dream many devs I know are quickly loosing faith in.
        Bruizer
    • Re: This is a serious issue for the long term vitality of the Android platf

      What, that they're not such pliant, sheeplike ad-clickers as adherents of the Church of Apple?
      ldo17
  • Developers follow the money

    This is saying Android users don't spend money. Developers follow the money. Not only are Android devices underutilized, but the monetization ranks below even RIM. These numbers mean, if you want to make money, you develop for iPad first and foremost with iPhone second. Because Android users don't spend money, they are a poor target audience if you want to make money. The end result is, all roads lead to iOS.
    BillDem
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