Mobile advertiser MediaMind has found that iPhone and iPad users are nearly twice as likely to click mobile advertisements as their Android counterparts. Brands should take these audiences into consideration when planning and developing mobile content if they want to maximize exposure and click-through rates.
According to the report, the average click-through rate of iOS users is 0.37 percent, whereas Android phone owners only engage mobile display 0.14 percent of the time. Palm OS and BlackBerry OS users are even less likely to click, at 0.09 and 0.07 percent CTR, respectively.
While these click-through rates may seem small at first glance, MediaMind notes the average CTR of mobile ads are 0.61 percent, compared to the 0.07 percent observed by PC users.
“Mobile is proving to be one of the most financially rewarding formats in the media mix,” said Gal Trifon, president and CEO of MediaMind. “This is most likely the result of mobile ads being a new experience for many users, and that they occupy a larger portion of the screen as compared to browser ads.”
Timing also seems to make a big difference – whereas computer usage is more consistent during the tradition 9 a.m. to 5 p.m. work hours, the study shows mobile activity soars in the evening, supporting Brafton's earlier report that mobile search never stops. Brands should schedule their mobile content to go live during the night to take advantage of this trend.
While MediaMind studied mobile ad CTRs, marketers might also consider the value of Apple mobile users when it comes to catching organic clicks. Brafton recently reported the Apple iPad now accounts for 1 percent of total internet browsing, up nearly fourfold from a year ago, according to a study conducted by Net Applications.