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.
2017 will be a watershed moment for video, as consumption moves from the TV to other devices.
As it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat.
In 2015, Verizon purchased AOL for $4.4 billion. Now, the mega wireless carrier is leveraging its wireless network as part of a new ad offering called BrandBuilder by AOL.
As the ball drops on December 31st, make sure your media strategies are stacked with timely resolutions to make the most of 2017.