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Data Shows a Country Divided in Mobile OS Choice

Posted on 8.07.2011

A new study shows that consumers in the South and Southwest tend to be more likely to use an Android phone, where as consumers in the Midwest and Northeast are more likely to use an iPhone.

Jumptap, a targeted mobile advertiser, revealed these patterns from their monthly mobile STAT (Simple Targeting & Audience Trends) data report based on data from the first half of 2011.

The study also shows that although Android may be the most used mobile platform, iOS ads perform better than ads on any other operating system.

According to the report, Sony Ericsson was the only Android device with ad performance close to iOS— with a .54 percent click-through rate, which is higher than Android’s industry average of .52 percent. However iOS devices have a dominate .78 percent click-through rate when it comes to ads.

“Our advertisers are requesting the most granular data available on mobile users so they can create the most targeted campaigns,” said Paran Johar, Chief Marketing Officer for Jumptap. “This new data reveals some interesting patterns for advertisers to consider when targeting consumers using Android devices vs. iOS devices.”

And although states like California, Texas and Florida are team Android and states like Illinois, Wisconsin and Louisiana are team iPhone, the bigger surprise is that Blackberry still has some dominance— in states like New York and Oregon.

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