In Opera's State of Mobile Advertising report, the browser maker found that Android led all other platforms in terms of growth in advertising reach in the 4th quarter of 2012. In a total of 50 billion monthly ad impressions across 12,000 websites and apps in its advertising program, Android accounted for the highest growth in the number of impressions. However, iOS brings in more engagement, such as users that click on mobile ads, as well as conversions or actual sales directly resulting from these ads.
“When it comes to monetization, iOS continues to outperform other device platforms. It leads the group with the highest average eCPM and provides the greatest percentage of publisher revenue,” Opera explained in its report. Android gets 31% of traffic and 30% of revenues. iOS gets about 42% of mobile device traffic, but dominates earnings with 51% of the revenue earned. The iPhone itself gets 37% of income from Opera's ad network.
In terms of traffic share, though Android devices trump the iPhone, but the iPhone still gives the most monetary returns compared to other platforms.
Here are a few notable observations, shared by The Next Web.
Again, there is question on how to explain this so-called paradox in which Android devices are on the rise, but iOS still retains the top spot when it comes to monetization and conversions. Is iOS more of a marketer's dream, in that iPhone, iPad and iPod Touch users are more likely to click on ads, make e-commerce purchases and spend money online than Android users? Are Android users necessarily out for free content and apps, and not so keen on paying for purchases online?