Traffic share (mobile phone OS)
OS Share
|
% of Traffic
|
% of Revenue
|
Android
|
31.24%
|
28.08%
|
Phone
|
30.58%
|
27.76%
|
Tablet
|
0.66%
|
0.32%
|
iOS
|
43.75%
|
49.36%
|
IPhone
|
30.88%
|
36.44%
|
iPad
|
8.04%
|
10.21%
|
iTouch
|
4.83%
|
2.71%
|
RIM
|
3.37%
|
5.41%
|
Symbian
|
5.16%
|
1.56%
|
Windows
|
0.26%
|
0.30%
|
Other
|
16.21%
|
15.27%
|
Source: Opera mediaworks
The challenge presented by Android is strengthening as Google and its partners increase the rate of innovation. Apple is clearly showing signs of innovation fatigue. A recent report by Goldman Sachs pointed to several concerns, including “delayed product cycles, supply chain difficulties, product price erosion, and a slower pace of product innovation.” Apple’s ability to continue innovating at the breakneck pace it maintained over the past few years remains a major concern. The recent performance of Google Play surpassing Apple's App Store downloads particularly in emerging markets underline the direction of travel.
This rebalancing of the market suggests that in the longer term the Android market is set to become the most important mobile advertising market.
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