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IPhone, iPod ad share down, but still top mobile devices with iPad

Apple’s iPhone (s aapl) and iPod touch are still among the top three mobile devices used in the U.S. and UK, according to a new report from mobile ad network JiWire released on Tuesday, but they are shedding market share. Luckily for Apple, the iPad, which rounds out the top three, is still experiencing positive share growth.

Apple’s iPhone dominated ad requests from JiWire’s mobile network in both markets during the third quarter of 2011, despite giving up a bit of market share. In the U.S., the iPhone accounted for 41.9 percent of all ads served, down 1.8 percent from the previous quarter. In the UK, it took 50.6 percent of all ad requests. In both markets, iOS easily beat out other competing mobile platforms, with 79.9 percent of requests in the U.S. and 71.1 percent in the UK. JiWire’s data is gathered from mobile users connecting via public Wi-Fi locations, which means that its reports mainly cover traffic outside the home, likely with a high percentage of business travelers. Millennial Media sees different results from its advertising network.

In both cases, however, iOS as a platform dropped, by 2.0 percent in the U.S. and 6.5 percent in the UK. The losses were in spite of 2.9 and 2.3 percent gains in the share of ads delivered to the iPad in the U.S. and UK, respectively. Surprisingly, the platform benefitting most from Apple’s drop isn’t necessarily Android(s goog). In the U.S., for instance, Android climbed by just 0.5 percent in ads viewed, while Windows Phone (s msft) was up 1.2 percent. In the UK, too, Windows Phone rose 5.5 percent, compared with Android’s more modest gain of 1.5 percent. Might this indicate the early stages of the emergence of a truly competitive third mobile platform? Increased ad spend could attract more developer attention for Microsoft’s mobile OS.

The iPad’s gain is good for Apple, since it slows the rate at which the company loses ground to the competition. But it’s also good news for mobile commerce. JiWire found that 82 percent of tablet users were willing to buy directly from their devices, versus just 76 percent of smartphone owners, and that 67 percent of tablet owners spent $50 or more, while only 57 percent of smartphone owners and 52 percent of those on notebooks were willing to do the same.

As you can see from the numbers, Apple by far still has the lion’s share of mobile ad market share according to JiWire’s numbers. And while it is losing ground, it at least doesn’t appear to be doing so to the exclusive benefit of just one major competitor, like Android.

4 Responses to “IPhone, iPod ad share down, but still top mobile devices with iPad”

  1. Lucy Sinyaeva

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  2. Duane Toler

    This sure bodes ill for Apple and iOS.. oh wait.. that was the quarter where Apple had no new device and folks were holding back purchases to wait for the new swanky iPhone (plus accounting for other Android thingies whose 2 year contracts were expiring). Let’s take this report and compare it to a new one January after the Q4 results have been processed. :)

    That “mere” 50.6% for iPhone and 71.1% for iOS is about to change to much larger numbers. I call 59% for iPhone [because this is still a partial quarter, and the device had enormous sell-through; let’s push up to a full 70% iPhone in 2011 Q2]. I also call 86% for iOS [because iPad is just *that* huge; pending iPad 3, let’s push up to 90% iOS in 2011 Q2].

    Now that I have written on the internet, it’s emblazoned permanently for all time! :) (no i don’t work for apple, any financial people, or any money-related stuff, etc.)

    • Dwe Husani

      You do recall things called Fire and Nook run Android? Their numbers seem to say iOS will decrease. Time will tell…

      Either way, competition is good for the user…