If you’re considering developing an ad-support mobile app or if you’re an advertiser looking to get the most bang from your mobile advertising buck, you’re likely to find that iOS devices deliver a significantly bigger ad return than most Android phones or tablets regardless of the screen size of the device(s) in question.
That news comes Jumptap, a company that specializes in targeted mobile advertising which uncovered some interesting and information for mobile app developers and companies looking to develop a mobile ad campaign.
As part of its monthly MobileSTAT report for May Jumptap examined the click-through rates for a variety of ad campaigns on the iPhone and iPad as well as a handful of Android devices that included both Amazon’s Kindle Fire and Barnes & Noble’s Nook Tablet.
The results showed that click through rates were significantly higher on both the iPhone (0.84%) and iPad (0.09%) than on any of the Android phones included in the survey – Sony’s Xperia Mini (0.42%), Samsung’s Galaxy S (0.53%), and the Samsung Galaxy Note (0.58%).
Click through rates for both Apple devices were also higher than on Samsung’s Galaxy Tab (0.53%) and the Nook Tablet (0.36%).
The Kindle Fire, on the other hand, delivered the most click-throughs (1.02%) with a slight but notable edge of the iPad and iPhone. Apple’s devices garnered the number two and three sports respectively.
The report illustrates that a device’s mobile platform plays a significant role in how its users will interact with ads and other content.
This is also one of the first studies to show that a device’s platform is more important than screen size in delivering ad results. The prevailing belief to date has been that, regardless of platform, devices with larger screens deliver more click-throughs and ad impressions. That belief is borne out in Jumptap’s numbers for devices of the same platform. The iPad delivered more click throughs than the iPhone. Likewise, the Galaxy Tab delivered more click-throughs that the Galaxy Note, which in turn delivered more than the Galaxy S.
One interesting observation is that there are a higher percentage of ad-supported apps in the Google Play market than in Apple’s iOS App Store.
Exactly why iOS delivers more click-through rates overall isn’t clear. Nor is it clear why the Kindle Fire would deliver even more advertising success, though one possibility is Kindle users are more accustomed to targeted product information and ad content thanks to Amazon’s strong online shopping and e-commerce focus.
In a related finding, Jumptap notes that millenials are much more likely to own iPad compared to Gen-Xers and baby boomers. Baby boomers, however, are more likely to opt for a Kindle Fire than an iPad.