New data from targeted-mobile-advertising provider Jumptap shows U.S. consumers in the South and Southwest tend to be Android-biased when compared with the rest of the country, while those in the Midwest and Northeast lean toward iOS.
California, Texas and Florida over-index for Android use, and states in New England and the Midwest over-index for iOS use. BlackBerry use, which over-indexed in New York, also was included in the geographic data. This new data establishes an evolving narrative of a North vs. South divide in the ongoing battle of the two top mobile operating systems.
These results are part of Jumptap’s monthly data report, Mobile STAT (Simple Targeting & Audience Trends), based on data for the first half of 2011 from the more than 83 million unique users on the Jumptap mobile ad network. The report also showed that Android continues to hold the top spot in terms of overall share (with iOS coming in a close second), but that iOS ads continue to outperform ads on other operating systems.
“Our advertisers are requesting the most granular data available on mobile users so they can create the most targeted campaigns,” explains Jumptap CMO Paran Johar. “This new data reveals some interesting patterns for advertisers to consider when targeting consumers using Android devices vs. iOS devices.”
The STAT report also examined the ad performance on Android devices in new dimensions, breaking out ad performance by both manufacturer and carrier. The manufacturer analysis showed Sony Ericsson devices are the only Android devices with ad performance nearing that of iOS devices. Ads running on Sony Ericsson devices in the first half of 2011 averaged a 0.54-percent click-through rate, making it the only Android manufacturer above the industry average of 0.52 percent, but still not as high as iOS devices at 0.78 percent.
To read the entire Jumptap STAT report, click here.