Apple’s iOS has gained a 5% market share lead over Android and now accounts for 62% of mobile ad impressions (compared to Android’s 38%), finds the latest study of mobile and advertising conducted by Velti.
Just under half of all iPhone 5 impressions came from the US, followed by Japan with 14%, and the UK with 8% of impressions. Additionally, Velti data reveals that, although iOS 6 saw quick adoption among a large amount of users, 11% of users have opted not to upgrade to the operating system and remain using iOS 4.
“In July and August, Android held prevalent market share in a year that was previously dominated by iOS — but September marks an end to this trend,” says Krishna Subramanian, CMO of Velti. “We are seeing a pattern that leads us to believe the shift back to iOS domination is a result of the iOS 6 release and iPhone 5 launch. In fact, this is similar to the change we saw directly after the iPhone 4S release, when iOS volume also spiked by 5%.”
Velti’s September report also reveals insight into engagement patterns of iPhone 5 early adopters. Consumers were eager to try out their favourite apps on their new devices—Velti’s data shows consumers spent 27% of their time on social networking applications, followed by games (22%) and entertainment and utility apps (13% each).
Despite Apple’s prevalence in the US and excitement around the iPhone 5 launch, other regions are not necessarily following suit. The new Velti data shows that Samsung is the clear leader in its home market of Korea, and it is the #1 smartphone, with a sizeable margin, in impression share there. Apple’s devices are relegated to the third and fifth places in the country (iPhone 3 and iPhone 4 respectively).
The report also finds that Samsung’s Galaxy S III entered the top five devices on the exchange this month, capturing 1% of all impressions.
