Apple iOS Maintains Significant Lead in CTR; Google-Motorola Positions Android to Gain U.S. Real Estate
Jumptap’s MobileSTAT (Simple Targeting & Audience Trends) report for August shows that Apple’s iOS continues to hold its dominant lead in mobile operating system click-through rates (CTR).
According to Jumptap, Google’s Android continues to be the top mobile operating system on Jumptap’s network of more than 95 million mobile users in the U.S. Android held 39 percent of the market in July, followed by iOS with 31 percent, RIM’s BlackBerry with 23 percent, Symbian with 4 percent, webOS with 1 percent and others with 1 percent.
“While OS share numbers have held steady for the last few months, we’ll be closely monitoring any potential shifts in coming months due to the impending Google/Motorola deal,” Jumptap notes in its report.
When it came to CTR, however, Android couldn’t hold a candle to iOS, which boasted a CTR of 0.81 percent. “Data suggests that Apple provides a form factor and user experience that encourages more user interaction,” according to the report. “Every OS across the Jumptap network saw a slight rise in click-through rates in July compared to June.”
Symbian followed with a CTR of 0.58 percent, while webOS had a CTR of 0.51 percent. Android was fourth with a CTR of 0.50 percent, while BlackBerry rounded out the list with a CTR of 0.39 percent.
Jumptap’s report also highlighted mobile CTR by users’ ages. Users between 55-64 years old displayed a CTR of 0.88 percent, followed by users between 65-74 with a CTR of 0.84 percent.
Users between 14-17 exhibited a CTR of 0.28 percent, 11 percent higher than the previous month, which could be due to increased use of devices during summer vacation, according to Jumptap.
Wealthier mobile users, or those earning more than $50,000 in income, had a CTR of 1.41 percent in July, while those earning less than $50,000 had a CTR of 0.29 percent.
Males exhibited a CTR of 0.63 percent in July, while females exhibited a CTR of 0.45 percent. Both genders displayed month-over-month increases in CTR.
Click-to-Web mobile campaigns gained 10 percentage points in July over June, finishing the month with 88 percent of performance campaigns.
Telecommunications, entertainment and finance were the verticals with the highest CTRs in July, while retail and automotive got the largest percentage of traffic.
In light of Google’s recent acquisition of Motorola Mobility, Jumptap decided to take a look at the “turf wars” between the mobile operating systems and original equipment manufacturers.
“Here’s the kicker: 10 of the 14 states in which Motorola leads as an Android handset player are, in fact, predominated by Apple and Blackberry for OS. If the Google-Motorola deal is approved, it positions Google’s Android OS to gobble up a lot more U.S. real estate and extend its lead over other OSs.”
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