According to Mobclix's data, iPad gamers are on average eight times more likely to click on a banner than an Android consumer, and three and a half times more likely to do so than an iPhone player.
Trump card
Mobclix's report also finds that ads on the iPad platform generate more revenue than on iPhone and Android, with iPad games boasting the highest effective cost per thousand impressions (eCPM) at $1.75, almost double that of Android titles.
"Mobile ads on the Apple iOS platform continue to trump the Android platform on eCPMs and CTRs (click-through rates)," said co-founder Krishna Subramanian.
"Apple's use of rich media like video as well as its use of the entire screen all equate to higher paying units.
"On the Android platform we are seeing less incentivised ad unit placements, and while rich media ads are on the rise they still make up a smaller quantity of the units when compared to iOS."
In on the in-app
Despite recent questions marks raised over the long-term value proposition of freemium releases in the mobile landscape, Mobclix's research reveals a rise in the popularity of IAPs and its knock-on effect:
"In-app purchases have become a huge revenue driver for developers, and as a result they are focusing more attention on action and arcade games where in-app purchases are a natural fit as consumers look to level up."
[source: Mobclix]
