The latest Jumptap mobile STAT (Simple Targeting & Audience Trends) report suggests that consumers in the south and southwest parts of USA tend to be more biased to Android devices than the rest of the country. On the other hand those in Midwest and Northeast regions are more inclined to devices running on the iOS platform.
While the states of California, Texas and Florida were more partial to buying Android based gadgets, states in New England and the Midwest preferred iOS devices. The report also observed that New Yorkers tended to use more of BlackBerry than other parts of the nation. This monthly mobile report by Jumpstart is based on data for the first half of 2011 collected from apparently more than 83 million users on the Jumptap mobile ad network.
“Our advertisers are requesting the most granular data available on mobile users so they can create the most targeted campaigns. This new data reveals some interesting patterns for advertisers to consider when targeting consumers using Android devices vs. iOS devices,†said Paran Johar, Chief Marketing Officer for Jumptap.
As per this report, Android reigns at the top as far as overall share is concerned with iOS coming in a close second. However, iOS ads continue to perform better than ads of other operating systems. The STAT report has also gauged the ad performance on Android devices in new dimensions, breaking out ad performance by the manufacturer as well as network operator.
According to the manufacturer study, Sony Ericsson devices were the only Android devices with ad performance somewhat on par with those of iOS devices. During the first half of 2011, ads running on Sony Ericsson devices had an average click-through rate of 0.54 percent which made it the only Android manufacturer above the industry average of 0.52 percent. This figure though, was still not as high as iOS devices which figured at 0.78 percent.
