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BizReport : Mobile Marketing : May 06, 2015

Study: Android passes iOS in mobile revenue

For the first time Android devices have pushed past Apple's in the mobile revenue game. That according to Opera Mediawork's new State of Mobile Advertising report. According to their numbers Android devices now hold a 45.87 share of mobile revenue generated from Opera's platform.

by Kristina Knight

iOS devices continue to lead Android in some engagement areas according to Opera Mediaworks. For example, iOS users finish mobile videos 87% of the time while Android users finish clips only 76% of the time.

Device-based revenue isn't the only change to the mobile landscape. For years Music, Video and Media have led the revenue pack for mobile devices but for Q1 2015 social networking and games pulled in the most revenue.

Other interesting findings from the report include:

• Video ad impressions account for 15% of mobile ad
• Traffic growth from Asia increased 19%
• Traffic growth from Africa increased 32%
• Traffic from North and South America increased more than 60%

Meanwhile, new data out from comScore indicates a split in the ad world - less than half (46%) of ads are viewable. Their data shows 21% of campaigns in November 2014 showed non-human traffic - bots and other fraudulent traffic - of at least 5%.

Ad viewability rates from 2013 to 2014 remained quite similar, indicating that while businesses now know there can be problems with viewability there is still room for vast improvement.

Image via Shutterstock

Tags: advertising, comScore, mobile device trends, mobile marketing, mobile trends, Opera Mediaworks

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