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BizReport : Mobile Marketing : September 05, 2013

Unruly: Apple users aren't sharing like Android users

Apple may be the leading handset among smartphone phone owners, but Apple users don't seem overly invested in sharing their OEMs video content. According to new data out from Unruly Apple iPhone video ads account for fewer than 10% of shares.

by Kristina Knight

This even though there are rumors a new iPhone will be released very soon. Meanwhile, users are sharing up a video storm where ads from Samsung and Nokia are concerned. According to the data 10% of people shared content for Apple's iPhone 4S while only 1 in 56 shared video content for the iPhone 5.

"Consumer tech has completely transformed over the past decade. In such a fast-moving environment, where innovation is key to grabbing consumers' attention, brands need a fast-paced medium to market their products," said Unruly COO and co-founder Sarah Wood. "Because social video can be emotionally powerful and at the same time also extremely informative about new products or features, it offers a massive opportunity for brands in the run-up to the holiday season. These sharing numbers aren't just vanity metrics. Making videos shareable can dramatically increase a brand's reach, generate recommendations among peer groups and increase brand uplift and trigger purchases."

In June comScore reported that more than 140 million US consumers owned smartphones (59% penetration) and that nearly 40% of those users were on the Apple platform. Android represented a 52% market share, spread out over many handsets including HTC and Samsung models.

How do other tech competitors fare in the social sharing wars? Unruly's study shows:

• Sony PS4 is leading the share war over Microsoft Xbox One
• Grand Theft Auto videos are creating more buzz with a 48% share rate
• Samsung ads pull in more than half of smartphone shares
• Google Chrome holds about 70% of video shares compared to Microsoft's Internet Explorer's 88.6%

Tags: comScore, mobile marketing, mobile sharing, mobile trends, Unruly

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