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Summary:

U.S. owners of Symbian-based handsets click 2.7 times more mobile ads than those with iPhones, according to April data due to be released by mobile ad company Smaato on Monday. Perhaps Apple is planning its iAd platform on the wrong operating system.

U.S. owners of Symbian-based handsets click 2.7 times more mobile ads than those with iPhones, according to April data due to be released by mobile ad company Smaato on Monday. And this is in a country where, relatively speaking, Symbian phones have very little presence. Perhaps Apple is planning its iAd platform on the wrong operating system.

Smaato summarizes the observation by saying:

The performance of different operating systems in April shows Feature Phone handsets continue its consistent rise in CTR’s (134 up 9 from March), closing the gap on Symbian (157 rising just a point from the previous month). The remaining operating systems saw drops in the index, as CTR’s decreased across the globe. The Index consists of the average CTR of all devices and this number is set to 100.

Despite Feature Phone’s gains, Symbian’s remains the leading OS in terms of click through rates worldwide, with more than double the click through rate of iPhone. Putting this into perspective, we have to consider the sheer number of Symbian devices compared to Apple devices, but it should also serve as further proof to advertisers that the iPhone is far from the be-all and end-all in mobile advertising.

The same clickthrough trend applies to the rest of the world, too, although not as dramatically. Globally, feature phone clickthrough rates are a close second to Symbian handsets followed by Windows Mobile, iPhone, Android, Palm and BlackBerry. But while it’s easy to assume that there are more clicks on Symbian phones simply because there are more of them, that line of thought doesn’t apply when talking about the clickthrough rate, which is a user-driven activity. And in fact, it’s marginally more difficult to click an ad on a Symbian phone than it is on an iPhone — very few Symbian handsets are touchscreen devices.

Smaato’s report is based on data from 40 mobile ad networks that served more than 6 billion ad requests in the month of April, making for a sizable pool of information. So why the heavily skewed clickthrough rates for Symbian, especially in the U.S.? My thought is that Symbian is a more mature operating system in terms of age, and both advertisers and developers have used that time to optimize mobile advertising on the platform. Apple’s iPhone OS is a relative youngster compared to Symbian, having only initially launched on a product in June of 2007. I have little doubt that Apple will figure out how to get the best return on investment from its iAd platform launch later this year, but as of today, Symbian can claim a little victory in the mobile ad space.

Related research on GigaOM Pro (sub req’d):

How iAd and the iPad Will Change Mobile Marketing

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By Kevin C. Tofel

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  1. could it maybe more an indication that the touch screen is not as accurate? :-)

  2. Perspective is a wonderful thing.

  3. “very few Symbian handsets are touchscreen devices.”

    Nokia sold 22 million touch screen devices last year, about a third of their total smartphone output (all Nokia’s touchscreens are smartphones).

    I suspect you mean user base?

    Anyway, if this was worldwide then yes, it looks right, but the US? No way. Symbian is tiny in the US. Is this people visiting US sites rather than people domiciled in the US?

  4. Also worth pointing out that Nokia use a WebKit based browser so advertisers can set up for Apple and Nokia pretty easily.

    Kind of win win really.

  5. Brian S Hall Friday, May 14, 2010

    Interesting. I wonder if being more, for lack of better terms, ‘mobile web’ oriented than ‘app’ oriented makes you more inclined to click on a mobile ad.

    PS: hope you don’t mind the link but I recently posted my thoughts on why apple should buy nokia (yeah, i know you think it will never happen):
    http://www.brianshall.com
    for those interested.

    1. I have a better idea. How about Nokia pulls a Samsung. They ship half their smartphone with Symbian and the other half with Android. It’s free and they can add their own touch to it.

      Apple as you mentioned in your article doesn’t like licensing. Unless something drastic happens to force their hands, Nokia would be better off calling Google.

      1. Nice idea, but … why? Android is nothing if you take away the “free” and “made by Google” factors. The UI is ugly (when not heavily customized but then it is also fragmented), the application fw is Java-like (i.e. not really Java but having all its sins) and underneath is Linux.

        Nokia already has a true Open Source Linux based mobile offer in MeeGo (see current Maemo devices) and an excellent partnership with Intel in that. Nokia also has excellent experience with world’s best mobile designed and optimized operating system, Symbian OS. What would Android bring to the table?

        For Nokia to give its support to Android, Google would truly have to some special in the offer. Like promise to redirect all searches for mobile phone products to Nokia’s pages ;)

      2. Why would Nokia release Android handsets? Not saying it’ll never happen – although it’s unlikely – but not seeing the benefit.

      3. John G. Doe,

        as you yourself said, made by google. that is the key, people love google worldwide(unlike Apple which is restricted to only certain affluent pockets of the world) and if nokia adopts android and put some nice UI skin, it is going to sell a lot. It is going to be massive.

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  7. My guess is it’s because they’re probably less sophisticated users.

    1. So the users of other phone os’ are smarter?

      1. There is some truth to what Richard says, while Nokia does produce some expensive handsets (n900), the majority of devices they sell are the cheaper variety. Nokia do not have the same name, especially in the US, as Apple, and Blackberry, so they compete for a different market.

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