A new study from Chitika Insights reveals that Apple fans who own mobile devices are more engaged in Internet traffic than people who use Android mobile devices. Despite its popularity, the Android platform scored lower in the click-through-rate (CTR) comparison.
The study relies on the data collected from hundred of millions of mobile ad impressions on the Chitika Network. The study was conducted during a week, between April 9 and April 15.
Chitika points out that the research "illustrates similar CTRs for Android (0.60 per cent) and iOS (0.72 per cent), albeit the latter has a slight edge." When it comes solely to iOS, iPad owners score the highest with 0.80 per cent and iPhone owners come next with 0.067 per cent, followed closely by iPod users with 0.62 per cent.
Both platforms, Android and iOS, are growing in importance for e-marketers and the whole market is experiencing full expansion. The mobile traffic, coming from all platforms, has already increased by 35 per cent in less than a year.
The forecasted mobile advertising budget in 2015 and the number of mobile connections is expected to reach 10 billion by 2016.