Average Ad CTR : iPhone Vs. iPad Vs. Android

The internet is slowly getting mobile. Wired.com had an article recently that proclaimed that the web was dead and the future was in the mobile apps. So, given such discussions, it is fair to assume that mobile phones are going to be a very significant area of marketing in the years to come. Consequently, mobile […]

The internet is slowly getting mobile. Wired.com had an article recently that proclaimed that the web was dead and the future was in the mobile apps. So, given such discussions, it is fair to assume that mobile phones are going to be a very significant area of marketing in the years to come. Consequently, mobile advertising is picking up too and jargons like CTR (Click through rate) that used to be limited to the web is now being used for the mobile platform as well.

So which platform offers the best returns for the advertiser? In a study of iPhone, iPad and Android plaforms, Chitika found that Android users were the most heavy ad-clickers. However, is this a positive thing? Some observers like Om Malik point out that the higher click-throughs on Android could stem from the fact that the older versions like 1.5 and 1.6 had clunkier user interfaces that may have confused the user with respect to differentiating ads from actual content. While that is plausible, it’s not entirely convincing. Here are the CTRs measured over the three platforms

iPhone : 0.654%
iPad : 1.01%
Android : 1.187%

Why do you think CTRs on Android phones are better?