Who is the most popular mobile advertising platform?

The current mobile operating system is basically adhering to the trend of Android and iOS, Windows Phone catching up. In terms of whether your mobile operating system is popular, in addition to the market share, the choice of advertisers is also a very important measure.

According to TechCrunch, global mobile advertising provider Adfonic released a report on global mobile advertising metrics for the second quarter of 2012. The report revealed an important piece of information. Android's mobile advertising share increased from 38% in the first quarter to 46%, while iOS's share fell from 45% to 34%. Android’s mobile ad share in the second quarter surpassed iOS for the first time and became the most popular mobile advertising platform.

Adfonic’s report is based on nearly 4,000 advertising media campaigns, more than 200 million mobile device independent users, and nearly 15,000 mobile websites and apps that collect thousands of mobile ad data. data. Has a strong representation. And earlier this year, large advertisers like Millennial Media and InMobi also said that Android will outperform iOS in mobile advertising.

In the report published by Adfonic, we found that in the first quarter, Android and iOS performed equally well. Overall, iOS performed better than Android. But in the second quarter of this year, the situation has changed dramatically. In addition to South Africa, the rest of the world accounts for more mobile ads than iOS. In North America, Android’s share even reached 63%, while iOS only accounted for 30%.

Why is iOS so uncomfortable in the second quarter of this year? This may be related to the decline in market share of iOS devices worldwide. Because the new generation of iPhone is released soon, it is difficult at this time to increase consumer demand for the upcoming generation. According to the latest survey data of Nielsen, iOS only has a 34.3% share in the US smartphone market. Therefore, the root cause of the decline in mobile advertising share when the iOS device market share declines.

On the other hand, Android's development in the second quarter was aggressive. The release of several Android flagship models, including the Samsung Galaxy S III, has made Android shine in the global market. According to Nielsen's latest survey data, Android devices accounted for 51.8% of the US smartphone market. Compared to 34.3% of iOS, Android is indeed better in the sales market.

And according to the latest survey results of Kantar Worldpanel ComTech, Android is also very eye-catching in the European market. In Italy, Android device sales accounted for 49.6% of total smartphone sales, and in Spain it accounted for 84.1%. In June, Andy Rubin revealed that Android phones now have more than 900,000 activations per day. The rapid growth of Android every day makes it difficult for advertisers not to choose it.

It can be said that this mobile device's market share and mobile advertising share battle. It's not just a competition between iOS and Android, but a competition between Apple and all vendors that use Android. Perhaps after the launch of the next-generation iPhone, iOS will save a little bit of momentum in the market share of mobile devices and the share of mobile advertising.

However, we also found an interesting phenomenon in the report published by Adfonic. Although Android has surpassed iOS as the most popular mobile advertising platform for advertisers, the iPhone and iPad are the phones and tablets with the highest number of ad impressions, at 26.5% and 54.8% respectively. This is due to the huge shipments of the iPhone and iPad, and of course the high fragmentation of Android devices.

In short, in this competition of mobile advertising platforms, Android has occupied a certain advantage by expanding its market share. From the current market reaction, the next generation of iPhone will put a lot of pressure on Android. Piper Jaffray's famous Apple analyst Gene Munster predicts that Apple's iPhone sales will reach at least 80 million units in FY13, and his personal forecast for iPhone sales in FY13 is 170 million units.

Of course, we can't ignore the rapid development of the Android operating system. The introduction of the Android 4.1 system, the future Android 5.0 system, and the Nexus 7 tablet, which has been very popular in recent days, are all contributing to the strength of Android itself.

This is a contest that is difficult to distinguish between winning and losing. When you come to me, they are each king. I look forward to their wonderful performance.