Summary: New report shows that tablets and connected devices account for 18.9 per cent of all mobile ad impressions
Smartphones continue to account for the majority of mobile ad impressions in the UK but tablets are quickly catching up, a new report has revealed.
InMobi, the largest independent mobile ad network, analysed data sourced from its own mobile advertising network between July and September this year to determine from which devices mobile ad impressions are generated from.
Unsurprisingly, the UK edition of its quarterly InMobi Insights report shows that smartphones account for a total of 74.1 per cent of all mobile ad impressions, while, tablets and connected devices hold an overall share of 18.9 per cent – a figure which is ever rising according to InMobi.
The study also shows that the iPhone accounted for the largest share of mobile ad impressions, with 27.9 per cent of all ad clicks coming from the device. Apple’s domination was repeated on the tablet market, with the iPad’s share of impressions rising to 11 per cent, an increase of 43 per cent from the second quarter.
Overall, Apple remains the top smartphone manufacturer in the UK, with both Research In Motion (RIM) (the makers of Blackberry phones) and HTC falling behind their rivals. One phone manufacturer other than Apple which did boost its share of impressions in the third quarter was Samsung, with the firm seeing its share of mobile ad impression rising by 16 per cent from the second quarter.
Lee Blyth, head of sales UK at InMobi, claimed that, although mobile ad growth continues to be driven by smartphones, tablet computers are catching up quickly.
He said: “It is estimated that there are 5.87 million tablets in UK and likely to increase to just over ten million by 2013.
“Following the launch of the new iPad mini last week, consumer interest in tablets has never been higher and we expect the number of impressions on these devices to continue to rise in Q4.
“What these figures demonstrate yet further is the huge opportunity for mobile advertising on smartphones and tablet devices in the UK. The onus is now on premium publishers to host and advertisers and marketers to create more engaging, interactive rich media ads across a variety of devices.”
The study also shows that the mobile web continues to dominate, with 70 per cent of all advertising impressions based on the platform. However, this figure has been declining in recent months, with the mobile internet previously accounting for 76 per cent of all mobile ad impressions in the first quarter and 72 per cent in
the second quarter as ad impressions on mobile apps continue to get more focus.
In-app developers will no doubt welcome this news as appetite for such ads on apps continues to surge.
The study follows the publication of another study from The Search Agency, which found that click traffic on tablets increased by 339 per cent year-on-year, with Cost Per Click remaining flat
Meanwhile, smartphone click traffic increased by 105 per cent over the past 12 months, according to the State of Paid Search report for the third quarter.
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