San Mateo, Calif. – Apr 22, 2014
Just a few months into 2014, the mobile advertising industry is already showing signs of big shifts in mobile traffic and monetization patterns. Android has, for the first time, become the biggest platform globally for mobile ad traffic surpassing iOS, according to Opera Mediaworks’ Q1 2014 State of Mobile Advertising report.
Android phones crept up to take the majority market share from the iPhone at the end of 2013, but traditionally iOS as a platform has always captured the most traffic. Now, for the first time, the Android OS has the most traffic (42.8% vs. iOS’s 38.2%) — and it is slowly increasing its mobile ad monetization as well, now accounting for over 33% of revenue compared to 26.7% at this time last year.
Among device makers, Samsung came out the clear winner in the Android devices market with more than 60% of impressions, followed by LG, Motorola, HTC and ZTE.
In the the United Kingdom, however, showed that iOS is still the leader, capturing 55% of ad impressions and a whopping 66.9% of ad revenue. Overall, based on ad requests sent to the Opera Mediaworks platform, iOS devices are 62.3% of U.K. unique users, with Android at a mere 18.6% and BlackBerry still alive in the market at 14%.
Other highlights from the report’s deep look at the U.K. market:
Turning attention back to the global stage, in Q4 2013, impression data showed Asia jump in front of Europe as the second largest mobile ad market, after the U.S. This quarter it has strengthened that lead and now accounts for 23% of global impressions compared to Europe’s 13.5%.
AdAge first covered this research in its story “Google's Android Catching Up to Apple in Race for Mobile Ad Dollars” by Mark Bergen. For the complete report from the first quarter of 2014, see operamediaworks.com/insights.
About Opera Mediaworks
Opera Mediaworks powers the mobile ad economy through technology innovation, transparency and trust, to create vibrant marketplaces for publishers and advertisers across the globe. This enables advertisers to efficiently reach their target audience and publishers to improve their monetization. Opera Mediaworks operates the world’s biggest brand-focused mobile ad network, serving 23 of the 25 top global brands. We also deliver the world's leading mobile ad server and monetization tools to 17 of the top 25 media companies worldwide. Our mission is to deliver relevance in the medium where it matters most -- on mobile devices.
Headquartered in Silicon Valley, California, Opera Mediaworks has offices in New York, United Kingdom, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway. Opera Mediaworks is a wholly-owned subsidiary of Opera Software ASA, which is listed on the Oslo Stock Exchange under the ticker symbol OPERA. Learn more about Opera Mediaworks at www.operamediaworks.com.