|[December 20, 2012]
Velti Report Shows Android Market Share Fell to 37% in 2012
SAN FRANCISCO --(Business Wire)--
Velti (News - Alert) (NASDAQ: VELT), the leading global provider of mobile marketing
and advertising technology, today released its 'State of Mobile
Advertising 2012: Year in Review' data report. The report highlights key
mobile trends in 2012, including insight into iOS' market dominance and
the growing international opportunity in developing markets.
Velti's report shows Apple regained market dominance after falling
behind to Android (News - Alert) in 2011. This year, Android's market share closed at
37 percent, compared to 53 percent in 2011. Contributing factors include
the popularity of the iPad Mini and iPhone 5, as well as increasing
affordability of the iPod Touch and iPhone 4S. In fact, new iOS devices
released in 2012 had the strongest influence on changes in mobile use
The iPad Mini saw more total impressions in November 2012 than the
Samsung Galaxy Tab 10.1 did in the entire year - 20 times more.
Although the Samsung Galaxy S3 was released at the end of May 2012,
the iPhone 5, released in mid-September 2012, has already caught up to
the Samsung Galaxy S3 in impression share. The iPhone 5 and Samsung
Galaxy S3 each held 50 percent of impression share, respectively, by
the end of November.
Despite having the largest mobile carrier share in China, China Mobile (News - Alert)
has a much smaller share of impressions than China Unicom (5 percent
and 11 percent, respectively). This is most likely due to the fact
that China Mobile does not carry the iPhone.
"Looking back at 2012, we really see Apple's (News - Alert) powerful influence over the
mobile app landscape," said Krishna Subramanian, CMO of Velti. "A great
example is China Mobile: despite the fact that it is the biggest carrier
in China, without the iPhone it has low overall mobile app ad
penetration, and advertisers in this market do not have the ability to
reach consumers in large volumes. This is incredibly valuable insight
for marketers and brands. At the end of 2012, iOS devices held a 63
percent share of the market-so we know that Apple holds the key to
Velti's report also reveals international growth is booming, offering
value to mobile markeers to reach consumers around the globe. Key
international markets surface as mobile hotbeds in 2012:
In Brazil, smartphone sales were predicted to increase 77 percent in
to IDC. The country now leads in consumer ad engagement with an
average CTR of 2.58 percent. China trailed close behind at 2.40
percent, followed by Italy and Russia (2.18 percent and 1.88 percent,
Smartphone users in developed mobile markets were less likely to
click on ads: the UK placed eighth at 1.67 percent, while
Australia (1.62 percent), the United States (1.56 percent), Japan
(1.46 percent), and Canada (1.43 percent) trailed.
In Europe, Spain saw a 1,020.7 percent growth in mobile impressions in
2012, which is significantly higher than its second and third place
contenders, Russia (726.7 percent) and Italy (671.3 percent). According
to comScore, Spain sees higher smartphone consumption (63.2
percent) than the average penetration in Europe (54.6 percent).
"The U.S. and Western Europe have been mobile leaders for quite some
time, but that landscape is clearly changing," said Subramanian. "Often
in developed countries, mobile devices are the way consumers
communicate and access the internet, do their banking, play games, and
stream TV. With developing markets around the world now embracing mobile
and supporting its infrastructure, we have immense growth opportunities
in front of us for 2013 and on."
Other notable data from the report includes:
Impressions served on photography apps grew 289.7 percent between
January and the end of November. This may have been due to the
increase in popularity of photo sharing apps and improvement in
On Android phones, consumers love productivity apps. The category's
impression share on Android (6 percent) dwarfs other platforms (1
percent on Android Tablets, 1 percent on iPhone and 1 percent on iPad).
AT&T holds 45 percent of impression shares in the U.S., almost twice
the share of Verizon (News - Alert) (25 percent) and more than four times the share
of T-Mobile (10 percent).
Data for this report is taken from the Mobclix Exchange, which sits at
the intersection of 33,500+ apps and 45+ ad networks. To download the
full report, please visit: http://www.velti.com/data_reports.html.
Velti is the leading global provider of mobile marketing and advertising
technology and solutions that enable brands, advertising agencies,
mobile operators and media to implement highly targeted, interactive and
measurable campaigns by communicating with and engaging consumers via
their mobile devices. The Velti platform, called Velti mGageTM, allows
customers to use mobile and traditional media to reach targeted
consumers, engage the consumer through the mobile Internet and
applications, convert them into customers and continue to actively
manage the relationship through the mobile channel. Velti is a
publicly-held corporation based in Jersey, and trades on the NASDAQ
Global Select Market under the symbol VELT. For more information, visit www.velti.com.
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