Android now makes up the majority of mobile app requests, accounting for 56 percent in November.
Analysis of traffic on the Jumptap mobile ad network found that the Android operating system continued to grow its market share in November, maintaining its lead over Apple's iOS.
In November 2011, Android devices accounted for 52.7 percent of traffic on the Jumptap network, up from 44.7 percent in October. Apple iOS devices accounted for 22 percent of the traffic.
Jumptap's MobileSTAT report analyzes its network of more than 11 billion impressions, 95 million users and 13,000 apps and websites.
Ad requests were almost evenly split between apps and mobile websites. Android now makes up the majority of mobile app requests, accounting for 56 percent in November, as well as 25 percent of mobile web requests, versus 19 percent for iOS.
Apple device users were more likely to click, however: The Apple iOS clickthrough rate was .72 percent, versus .64 percent for Android devices, .56 percent for Symbian devices and .48 percent for mobiles using Blackberry OS.
While traffic slightly decreased over the Thanksgiving holiday, clickthroughs actually increased, thanks, perhaps, to holiday boredom.
Jumptap got creative with its data crunching and spit out one fascinating nugget: Traffic to the Angry Birds mobile game spiked at midnight on Black Friday in areas within a kilometer of Wal-Mart stores. Evidently, shoppers stuck in long lines or spouses idling in the car represent an underserved attention pool.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014