Fourth quarter 2013 data from Opera Mediaworks (and its AdMarvel unit) show that Android handsets have greater reach than the iPhone on a global basis (35.9 percent vs. 28.7 percent). However iPhones generate more ad revenue than their Android counterparts.
When tablets/connected devices are factored in iOS reclaims the total traffic lead as well.
Source: Opera Mediaworks
StatCounter shows the global traffic breakdown (phones + tablets) being 39 percent to 32 percent in favor of Android. In North America iOS dominates: 59 percent to 32 percent for Android devices.
In terms of ad revenue globally, iOS generated roughly 56 percent of the ad revenue realized by Opera, compared with 32 percent for Android. Other data tell as similar story: greater Android reach but more iOS activity.
Custora, for example, reported that over the holidays iOS devices were responsible for 83 percent of mobile e-commerce transactions in the US.
Opera also reported observing a big jump in new smartphones and tablets post-holiday:
During the holiday period, more new mobile devices are purchased by western consumers than at any other time in the year . . .there was a significant increase in the number of new devices from which we received traffic over the Christmas holiday.
This rapid growth, while impacted by a general increase in usage over the holidays, foreshadows an almost complete shift [from basic] to advanced devices (i.e., smartphones, tablets) in these markets . . .
The company also observed in its year-end report that, “The mobile coalition of phone + tablet is displacing the desktop PC.”