Android has surpassed iOS in terms of ad traffic according to a new report from Opera Mediaworks. Almost 43% of all mobile ad impressions came from an Android devices in the first quarter of 2014 as per the latest Mobile Advertising report.
This is the first time Android has overtaken iOS when it comes to mobile ad traffic. Android ad traffic increased from 37.7 percent in the fourth quarter of 2013. Meanwhile, iOS share of ad traffic reduced to 38.2 percent from 43.4 percent. However, when it comes to ad revenue, iOS still takes the top honours.
iOS maintained overall lead across all mobile platforms for both total traffic and monetization. The iOS devices together grabbed 52.3% of revenues as compared to Android’s 33.5%. Giving insights about ad traffic on various handsets, the report stated that about 60% of impressions served to Android devices went to Samsung-built smartphones which was followed by LG, Motorola and HTC at 11%, 5.7% and 3.3%, respectively.
Opera Mediaworks analyzed revenues and traffic, as measured by ad requests, for the roughly 14,000 sites and 64 billion ad impressions its platform powers. The platform works with large publishers like Condé Nast, News Corporation and Pandora, as well as marketers such as Wal-Mart and Samsung.