Velti: Android ad impression share shrinking, iOS surging
Apple's (NASDAQ:AAPL) iOS generated 64 percent of impressions across the Velti mobile advertising platform in May 2013, up 5 percentage points year-over-year, according to Velti's latest State of Mobile Advertising Report. Google's (NASDAQ:GOOG) Android accounted for 36 percent of impressions last month, down from 41 percent in May 2012.
Apple's iPhone led all devices on the Velti platform, generating 27.5 percent of all impressions, up from 20.4 percent a year ago, a spike credited to the fall 2012 release of the iPhone 5. Apple's iPad tablet is next at 17.1 percent (up from 13.4 percent in May 2012), followed by its iPod touch, which slipped from 14.9 percent a year ago to 6.6 percent. Samsung Electronics' Galaxy S III was the highest-ranking Android device, yielding 2.7 percent of all Velti impressions last month, up from 2.3 percent a year ago.
AT&T Mobility (NYSE:T) led all operators on the Velti platform, accounting for 46 percent of impressions in May 2013, down from 53 percent a year ago. Verizon Wireless (NYSE:VZ) jumped from 23 percent to 34 percent. "Verizon grabbed a significant amount of impression share from AT&T since May 2012, up 11 percent," Velti said. "This could be due to the iPhone's growing popularity with Verizon's customer base. It will be interesting to see how the release of Apple's new iPhone in fall 2013 will further affect carrier share." Sprint (NYSE:S) also slipped from 23 percent in May 2012 to 19 percent, while T-Mobile US (NYSE:TMUS) held steady at 1 percent.
While mobile games continue to fuel more ad impressions than any application category, Velti reports that gaming's impression share dropped from 57.8 percent in May 2012 to 42.7 percent in May 2013. Entertainment apps experienced the biggest year-over-year increase, growing from 15.6 percent to 22.6 percent, followed by books, which jumped from 0.7 percent to 7.3 percent.
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