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BizReport : Mobile Marketing : February 14, 2011

Mobclix: iPhone users more valuable

When it comes to mobile consumers, it appears that iPhone consumers are more valuable to brands than Android users. New data from mobile advertising exchange Mobclix indicates that iPhone users are generating more ad revenue than Android users across the entertainment, gaming and utilities categories.

by Kristina Knight

mobclix.pngMobclix is reporting that iPhone consumers are more valuable, producing an Average Revenue Per User (ARPU) of $9.50 while Android users are producing only $7.20. The category breakdown shows that when it comes to gaming and entertainment, iPhone has a much bigger gap. In entertainment the ARPU for iPhone consumers is $6.70; the ARPU for Android is $4.90. And in gaming, iPhone ARPUs are $4 compared to a $1.90 Android ARPU.

Other interesting findings include:

• 33% of Android consumers have clicked on in-app ads
• 29% of Windows Mobile users have clicked on in-app ads
• 26% of Apple users have clicked on in-app ads
• Android has more free apps (57%) than Apple (28%)

Does the platform really matter when it comes to mobile? Of course, especially considering the rapid adoption of smartphones. According to comScore the smartphone adoption rate (US) was 27% in 2010, a 10% increase year over year (YoY), with most consumers making their choice based on network quality and monthly costs. Nearly 40% of consumers browsed the mobile web, with 34% browsing via an app, in 2010. More than half (56%) visited a social network from their smarthphone.

"2010 was a game-changing year for the mobile industry," said Mark Donovan, comScore senior vice president of mobile. "Smartphone adoption, 3G penetration and unlimited data plans drove a surge of mobile media consumption across geographies and deepened the integration of mobile devices into everyday life. And, the coming year has the potential to be even more exciting."

Now, in addition to seeing what consumers were doing through mobile devices, advertisers have some initial information about how much value can be associated with those tasks.

For the Mobclix study, researchers analyzed free apps with more than 500,000 downloads or 75,000 active users. "Active Users" were described as using an app three times per week for at least five minutes. Subscription information was not included in the report.

Tags: Android, comScore, iPhone, Mobclix, mobile marketing, mobile platforms, mobile use

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