Android suffers drop Symbian still there

Smaato’s metrics are based upon 36 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3,300 registered mobile publishers in March 2010.

Worldwide CTR Index (Click Through Rate) by Handset Operating System


Chart 1: Smaato Index – Operating System CTR (Click Through Rates) worldwide, March 2010

The performance of different operating systems in March shows Symbian’s lead decrease slightly, as Feature Phone handsets and Windows Phone make significant increases. The CTR Index (Click Through Rate) differs from 35 (Blackberry) to 156 (Symbian), compared to February where the spread was between 51 (Blackberry) and 147 (Symbian).

Android has suffered the most in the latest metrics, with a drop of almost 50% as its global CTR Index fell from 110 in February, to 58 in March. This has been the second consecutive month that Android has dropped. Feature Phone handsets have been building momentum since the first Smaato Metrics Report in December. Each month it has made consistent gains on the competition in the CTR Index, from 84 in December, to 91 in January, to 107 in February and now at 123 in March.

The Index consists of the average CTR of all devices and this number is set to 100.

Symbian’s lead has shortened in the CTR Index table and remains the OS to beat with regards to CTR performance in mobile advertising. Feature Phones have been making steady ground, where as Apple remains consistent across February and March (89).


Chart 2: Smaato Index – Operating System CTR (Click Through Rates) worldwide, Q1 2010

Symbian is continously the best performing OS regarding the CTR worldwide. After strong performances in January and February, Android lost its second position in March.

Read full story in http://metrics.smaato.com/march10

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