Mobile OS is a two-horse competition between Android and iOS — and in the second quarter of 2015, Android was still the winning horse.
Last quarter, for the first time, Android took the top spot for revenue generation across all platforms. This quarter, as seen in the findings of our Q2 State of Mobile Advertising report, the robot maintained its lead, accounting for nearly 3X the volume of impressions (63.7% vs. iOS’s 21.7%) and generating the most revenue of any OS (47.7%).
But when it comes to monetization potential, iOS still has the edge. Apple’s favorable market position in Western markets has helped the iPad, in particular, generate the highest revenue per impression of any device and platform combination.
Social networking has also held on to its leading status in terms of total traffic and revenue across the Opera Mediaworks platform, accounting for a solid 31.5% of all impressions and 17.7% of revenue.
As for the other players, Music, Video & Media retained its historically impressive share of revenue (14.7%), and Games and News & Information still rank high for revenue generation. But things weren’t as consistent in other categories. Sports jumped from its number eight position to the number two spot for impressions served, a change likely due to seasonality as the NHL and NBA championships coincided with the opening of the American baseball season. And on the flipside, Communications Services fell from third to ninth place for traffic volume and from fifth to tenth for revenue generation.
The mobile advertising report also provides unique insight into consumer behavior. Have you ever wondered how consumers are using mobile apps? As it turns out, the most common first “app of the day,” that is, the first app users access when they wake up in the morning, is in the Social Networking category. And the most common last app of the day, or the last app accessed, is for Entertainment.
We also took a look at a user’s “loyalty” to see how frequently he or she returned to that app category for their first or last app of the day. What we found is that there are only four application categories vying for the top spot as either first or last app — News & Information, Entertainment, Games and Social Media — and each only slightly changes its position between morning and evening periods. But if you’re going for consistency, News & Information had the most regular first and last app of the day usage, and the smallest relative change in its audience size between morning and evening.
Taking a closer look at these top apps to assess monetization trends, the report also found that Games leads in terms of eCPM. This isn’t necessarily that surprising given that there is a relatively high volume of performance (CPI) campaigns, most of which are video, being executed within gaming apps.
On a macro level, the mobile ad market is continuing to expand across the world. One of the most exciting revelations proved to be the enthusiastic adoption of video advertising, with Australia, Japan, Germany and Canada expressing a particularly high interest in mobile video ads. And when it comes to traffic and revenue, the United States remains the clear leader, but the report notes that Africa, and as of recently, the Middle East, are steadily growing their share of the market.