Data & Research

iOS chasing down Android's ad impression lead in Europe, claims InMobi

BlackBerry also holding strong

iOS chasing down Android's ad impression lead in Europe, claims InMobi
Apple's iOS is gaining ground on Android across Europe according to the latest Mobile Insights report for the month of February published by ad network InMobi.

According to the paper, Android remains the dominant platform in the region with a 33.7 percent share of impressions on the network, though its market share is gradually being eroded by iOS.

InMobi claims Apple's hand rose by 5 percentage points from November, finally resting at its current 28.4 percent share in February.

Impressionable

It's the start of what looks to be a similar trend observed by InMobi in North America, where iOS overtook Android for the first time in January, thanks to a surge in demand for Apple's iPhone 4S.

Outside of the big two, however, InMobi states RIM's share of the market is holding strong on 16.6 percent – almost the same share as the firm amassed in November.



This stands in contrast to North America, where BlackBerry fell back by 4.1 percentage points over the same period, finishing up on 13.1 percent.

Breaking it down



When it comes to individual handsets, Apple rules the roost. iPhone 4 alone counts for 9.3 percent of European impressions on InMobi's network, with the original iPad holding third spot on 6.1 percent.

RIM's BlackBerry 8520 was also a strong performer in February, accounting for 7.4 percent of impressions.

The highest placed Android handset was Samsung's Galaxy SII in fourth spot on 5.1 percent.

"We expect to see continued growth in iOS, driven by last week’s unveiling of the new iPad, as well as the reduced pricing of the iPad 2," said VP and MD for the EME region Rob Jonas, looking ahead.

"The iOS growth on our network and increased adoption of tablets overall align with the results of our recent Mobile Media Consumption Study, which reveals that European mobile consumers are already spending more time on mobile connected devices than TVs."

In all, InMobi's network across Europe grew by 63 percent during the 90 day period, equal to 15.2 billion monthly impressions.
Staff Writer

PocketGamer.biz's news editor 2012-2013