In its initial report, the devices combined came in with an average click-through rate (CTR) of 119, handing them second spot behind Symbian and placing them comfortably ahead of Smaato's index figure of 100.
Now, according to February's research, the two formats have fallen to fifth place overall, their CTR dropping to 89.
Reliable Windows
Smaatos metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3000 registered mobile publishers in February 2010.
Apple's fall from grace in the latest metrics report is so pronounced when compared to its competitors, says Smaato, that the steady if unspectacular Windows Mobile has managed to slip ahead.
"One of the big surprises is the continuing decline of CTR Index from iPhone and iPod touch," Smaato says of its statistics.
"It's the first time Apple devices have dipped below the average Index of 100. The dip in CTR Index on Apple devices and the consistency of Windows Mobile CTR, means that for the first time in the Smaato metrics, Windows Mobile has edge ahead of its rival."
Android also retreat
Symbian remains the dominant force overall, albeit registering its lowest CTR in the three month period of 147. Android has also manage to hold onto second spot, despite a drastic fall from last month's stellar rate of 163 to a more conservative 110 in February.
However, in the firm's first look at the market in South-East Asia, the iPhone and iPod touch come out on top, with a CTR of 164.
The figure pushes Apple ahead of worldwide marker leader Symbian on 127.
"The performance of the different handset operating systems compiled for Singapore, Malaysia, Indonesia and the Philippines shows a completely different breakdown compared to the worldwide performance," the company concludes.
[source: Smaato]
