BizReport

RSS feed Get our RSS feed

News by Topic

BizReport : Mobile Marketing : October 19, 2010


Study: Android CTRs lower than iPad, iPhone

When it comes to video, the mobile space is likely the next battlefield with Google's Android battling for supremacy over Apple's iPhone/iPad/iPod Touch devices. While Android units may have passed iPhone in sales, a new report indicates that from an advertising standpoint Apple devices are out-performing Droid devices.

by Kristina Knight

rhythmnewmedia.pngGoogle's Android platform phones may be selling more units than Apple's iPhone at the moment, but iPhone's are still out-performing Android units. According to a recent study from Rhythm NewMedia, iPhone and iPad devices have higher click through rates than Android devices, a crucial stat for advertisers.

Rhythm NewMedia's Q3 Advertising Report finds that iPad CTRs (interactive pre-roll video ads) are the highest, a full 2 points higher than iPhone, iPod Touch and Android units. For Full page ads, click-thrus averaged 5.8%, App Launch ads showed a 5.4% CTR, Pre-roll Video averages a 1% CTR and Banner ads averaged 0.5% CTR.

The other interesting take away from the report: mentioning video in a mobile ad's call to action increases click-thrus by 79%. Consumer Packaged Goods and Entertainment advertisers led Q3 categories with full episode viewing increasing by 20%. And two more reasons to think more about mobile video? The study shows that movie video retention rates are higher (94% first 10 minutes) than online video (81%). Mobile viewers are also completing more ads (87%).

How big is the smartphone marketplace? comScore reports that more than 53 million Americans now own smartphones (July 2010), an 11% increase of June numbers. More than 39% are RIM consumers, 23% are using Apple's platform and 17% using Google's Android platform. The key is that while texting is still the most-used application, following voice, 33% of consumers are now using mobile browsers, 31% are downloading apps and 21% are accessing social networks.






Tags: Android CTR, comScore, iPad CTR, iPhone CTR, mobile devices, mobile marketing, Rhythm NewMedia, smartphones








Subscribe to BizReport






https://www.bizreport.com/2010/10/study-android-ctrs-lower-than-ipad-iphone.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.