Apple Has Twice The Global “Ad Impression Share” Of Android

mobile youtubeDespite Android’s global domination, it falls well short of that mark in terms of delivering mobile ad impressions. That’s according to a third-quarter “Global AdMetrics” report from mobile DSP and ad buying platform Adfonic.

Adfonic said that in Q3, on a global basis, Android and Apple devices combined for 95 percent of all ad impressions. In a distant third place was RIM, which is rapidly disappearing from the market (except in the UK).

Ad impressions Q3 mobile

Apple delivered 63 (nearly two-thirds) of all mobile ad impressions while Android saw 32 percent, a decline of 6 percent vs. the previous quarter. This is striking because of Android’s massive smartphone share lead in the global market. Something like 80 percent of global smartphone shipments in Q3 were Android handsets.

The top three devices were all from Apple, with the iPhone delivering 35 percent of ad impressions. However Adfonic said that the “iPad gained the greatest share, up 62 percent from Q2″ to 21 percent of impressions. When looking only at tablets the iPad had 76 percent of ad impressions.

Q3 impression share adfonic

In terms of individual manufacturers, Apple’s lead was even larger. Samsung was in the number two position (combined smartphones and tablets) with 20 percent of impressions to Apple’s 63 percent.

Consistent with other reports, Adfonic says that tablets have continued to gain ad-impression share vs. smartphones. In Q3 tablets had 28 percent of ad impressions, up from 19 percent in Q2. Smartphones delivered 72 percent of impressions. The relative tablet impression share figures should continue to grow in Q4 and Q1 of next year.

Ad impressions tablets vs. smartphones Q3

Unless the sample of impressions that Adfonic is seeing globally is somehow distorted or not reflective of the broader market, it’s very hard to explain why Apple is so dominant. I’d love to hear any theories.

Related Topics: Apple | Apple: iOS | Channel: Mobile Marketing | Statistics | Statistics: Market Share | Statistics: Mobile Marketing | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Shawn King

    “it’s very hard to explain why Apple is so dominant.”

    No, it’s really not. iOS device users are simply more engaged more often with their devices.

  • chrishawn

    Easy.. most people with Android phones went to the phone company got the new cheap phone.. It happened to be Android, they don’t know or care, they want it to SMS and Call people, they didn’t use the calendar on their old Nokia and probably will never install an app on this one either.

  • Hrunga Zmuda

    Shawn and Crishawn are right. (Call me eShawn?)

    It’s very easy to understand. They distort Android numbers with Kindles and all sorts of devices that aren’t even tablets or phones but run the Android OS. Most of which are not updated to the latest versions of the OS. Users have moved on to other devices, devices are given away buy-one-get-one-free. When you don’t value it much, you can go through a lot of devices. Making the numbers look much different than the reality.

    iOS device users are simply more into actually using them for their day-to-day lives in all sorts of ways that doesn’t happen with other devices.

    The numbers show that’s the case. Why do people resist such obvious evidence?

  • fustian24

    Android is cheaper (at least up front) and so it owns the part of the market that can’t afford to buy as much.

    If you’re working on a factory line, for example, you don’t get the chance to check your Facebook page much.

    It’s why Apple has no real interest in creating a really cheap iPhone. There just isn’t that much money in that part of the market.

  • keaner

    “No, it’s really not. iOS device users are simply more engaged more often with their devices.”

    ha, give me a break. the client base of each OS tells the story.

    Hrunga: things android users do in a day. Connect to vpn, teamviewer, xbmc remote, network scanner, wifi analyzer, skype, google +, google maps, google now.

    To say that apple users are more engaged in their devices is absurd unless by engaged you mean “checking facebook”.


  • Shawn King

    Good point. iOS device users *never* do any of those things.

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