New Data
Takes Deep Look at Performance of Advertising on Android Devices
CAMBRIDGE,
Mass. -- New data from Jumptap, the leader in targeted mobile advertising,
shows that consumers in the South and Southwest tend to be Android-biased
compared to the rest of the country, while those in the Midwest and Northeast
lean towards iOS. California, Texas and Florida over-index for Android use and
states in New England and the Midwest over-index for iOS use. Blackberry use,
which over-indexed in New York, was also included in the geographic data. This
new data establishes an evolving narrative of a North vs. South divide in the ongoing
battle of the two top mobile operating systems.
The results
are revealed as part of Jumptap's monthly data report, Mobile STAT (Simple
Targeting & Audience Trends), which is based on data for the first half of
2011 from the over 83 million unique users on the Jumptap mobile ad network.
The report also showed that Android continues to hold the top spot in terms of
overall share (with iOS coming in a close second), but that iOS ads continue to
outperform ads on other operating systems.
"Our
advertisers are requesting the most granular data available on mobile users so
they can create the most targeted campaigns," said Paran Johar, Chief
Marketing Officer for Jumptap. "This new data reveals some interesting
patterns for advertisers to consider when targeting consumers using Android
devices vs. iOS devices."
The STAT
report also examines the ad performance on Android devices in new dimensions,
breaking out ad performance by both manufacturer and carrier. The manufacturer
analysis showed that Sony Ericsson devices are the only Android devices with ad
performance nearing that of iOS devices. Ads running on Sony Ericsson devices
in the first half of 2011 averaged a .54% click-through rate, making it the
only Android manufacturer above the industry average of .52%, but still not as
high as iOS devices at .78%.
Jumptap's
Mobile STAT report is a monthly view into targeting and audience trends in
mobile advertising. Jumptap takes a unique data-driven approach to mobile
advertising, enabling it to surface the insights contained in the report. STAT
contains analysis of hundreds of gigabytes of log data, powered by the
scalable, efficient and lightning-fast Jumptap technology. Jumptap strives to
make mobile advertising smart and simple, and STAT was designed to benefit the
entire mobile ecosystem.
To download
a full copy of the Jumptap STAT report, visit jumptap.com/STAT.
Reporting
Methodology
The results
of the Jumptap STAT report are derived from large quantities of network data to
identify targeting and audience trends. Jumptap uses proprietary algorithms to
analyze and normalize this data. In some cases, when sufficient conditions are
met, subsets of data may have been used as proxies to represent the overall
network.
About
Jumptap
Jumptap is
the leader in targeted mobile advertising. With an unmatched portfolio of
technology patents, Jumptap's data-driven solutions deliver the highest ROI for
advertisers, and the best yield for publishers, across multiple platforms. The
company partners with digital and media agencies, publishers, wireless carriers
and brand advertisers, to deliver an array of mobile advertising solutions. For
more information, visit www.jumptap.com or follow us on twitter.com/jumptap
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