Chitika Insights analyzed tens of millions of ad impressions in North America from February 26 to March 4 to determine the usage of iOS vs. Android mobile web traffic. What is very interesting from this data, and similar information that Chitika assembled in 2012, is that there has been almost no share change between Apple’s two-thirds and Google’s one-third for almost two years. (Note that my family and I own Apple shares and that I have sold put options, a bullish position).
Apple’s iOS has maintained its lead for almost two years
From May to November 2012 Chitika analyzed billions of ad impressions in North America and found that iOS’ share ranged from a low of 60% to a high of almost 70% depending on product cycles. When Samsung launched its Galaxy S III in mid-2012 Android’s share peaked at 40% and after Apple launched the iPhone 5 and iPad mini & 4 in September and November, respectively, it increased its share back up into the high 60%s.
iOS still generating about two-thirds of mobile web traffic
Chitika’s analysis of on-line ad impressions from a week ago show that iOS was responsible for 65% of them, essentially unchanged from the second half of 2012, with Android at 35%. There are a few implications from this steady state situation.
The first is that there is probably high loyalty among users when it comes time to upgrade. If there was a lot of switching one way or the other then there should be change to the share between the two operating systems.
The second is that Android manufacturers have to steal share from each other. As can be seen from Chitika’s data published yesterday Samsung has been doing a very good job of this vs. other Android OEMs.
Third Apple’s iPad is probably what is allowing iOS to maintain its share at such a high level. Chitika cites in its 2012 study that smartphone web traffic between iOS and Android is a near tie, which means the delta is due to Apple’s iPad having such a strong share. And it shows that it has been maintained into early 2014.