The February edition of The State of Mobile Advertising report highlights the top 3 devices in the U.S., Asia and Europe as well as impression break down by tablets, app category, geography and OS as well as publisher eCPMs and CTRs by country.
Key Highlights:
• iOS devices accounted for 8 out of every 10 devices, by impression.
• Advertiser demand remains consistent with iOS, garnering more than 60% of impressions for the past 6 months.
• Games and Entertainment apps continue to lead in impression share, with 47.8% and 24.3% respectively.
• Weekends saw the highest levels of app usage, with Sundays accounting for 15.7% of all impressions served.
• iPads are dominating tablet usage; Android tablets only make up a fraction of impressions at 0.7%
• Despite a lower share of impressions, Android users are more likely to interact with ads; Android saw nearly a 50% higher CTR than iOS in February.
