Average Smartphone CTR Rises to 0.65% in November, With iOS Leading the Way
According to Jumptap’s Mobile STAT (Simple Targeting & Audience Trends) Monthly Report for December, Android increased its market share to take more than half the market, while iOS continues to lead the way in terms of CTR.
Google’s Android mobile OS claimed 52.7 percent of the more than 95 million unique monthly visitors to Jumptap’s network in November, up from 44.7 percent in October. Apple’s iOS saw its market share finish the month with 22.1 percent of the pie, despite the popularity of the iPhone 4S.
RIM’s BlackBerry OS finished November with 20.9 percent of the market, while Symbian claimed 3.2 percent. Windows Mobile OS had 0.5 percent of the market, while HP’s webOS also had 0.5 percent.
iOS led all mobile operating systems with a click-through rate (CTR) of 0.72 percent in November, followed by Android with 0.64 percent, Symbian OS with 0.56 percent, BlackBerry with 0.48 percent, Windows Mobile OS with 0.33 percent and webOS with 0.28 percent.
The average smartphone CTR across all platforms was 0.65 percent in November, up from 0.54 percent in the previous month, according to Jumptap.
“As we will show later in this report, holiday time is ‘clicking’ time for mobile device users,” according to the report. “While traffic slightly decreased around Thanksgiving, click-through rates increased as families play with their devices in front of a football game or in line at the mall, clicking on ads promoting possible holiday gift ideas.”
According to Jumptap, 48 percent of mobile ad requests on its network in November happened via apps, with Android accounting for 56 percent of these requests. iOS followed with 28 percent, while BlackBerry had 16 percent.
The other 52 percent of requests on Jumptap’s network happened via the mobile Web, with feature phones accounting for 45 percent of these. Android followed with 25 percent, while BlackBerry claimed 19 percent, iOS had 8 percent and 3 percent went to other mobile operating systems.
Jumptap noted that the evening and night were the times of day with the highest CTR, while users between ages 55-74 exhibited the biggest fondness for clicking on mobile ads.
Users earning more than $50,000 exhibited a CTR of 1.42 percent, while those earning less than $50,000 exhibited a CTR of 0.18 percent. Meanwhile, males had a CTR of 0.53 percent in November, while females had a CTR of 0.29 percent.
Jumptap also shared that traffic to “Angry Birds” spiked at 27 percent above normal levels at midnight on Black Friday. The company also noted that CTR rose 22 percent on Thanksgiving, 17 percent on Black Friday and 16 percent on Cyber Monday.
