Daily Management Review

iPhone Presses Android in China and Europe


Nearly 33 percent of new Apple smartphone users in five major European countries in terms of population (after Russia) - Great Britain, Germany, France, Italy and Spain - are former owners of Android-devices, according to the study Kantar Worldpanel ComTech for the first quarter of this year. The latest Apple products - iPhone 6 and 6 Plus - contributed to such a popularity, the study said.

Share on the five largest European markets of iOS in the first three months of 2015 reached 20.3 per cent - is 1.8 percent more than in 2014. Still, Android continues to hold the leading position, despite a slight drop: 3.1 percent, to 68.4 percent.

In April, Apple CEO Tim Cook during the announcements of financial results of the company noted an increase in the transition to iOS with other operating systems. "With the current iPhone lineup we see the highest level of the transition to Android in the history of all three new products launched in the last three years", - he said.

The Corporation offers a variety of programs to attract new customers: for example, consumers in Europe and the United States can profitably purchase a new iPhone, exchanging their devices on Android, BlackBerry or Windows Phone for it. This service operates since the end of March. The company also released a step-by-step instructions for those who want to move data from their old iOS devices.

Despite the fact that almost a third of Android users has shifted to Apple, Android mobile operating system has become a leader in terms of mobile advertising traffic and income from it. For the first time it was able to get around the competing platforms Apple iOS on these indicators. The systems showed these results in the first quarter of this year.

The share of Android, according to the quarterly report State of Mobile Advertising, published by Opera Mediaworks, had 45.8% of the global revenues from mobile advertising. However, iOS is not going to fall behind with its share of 45.44%.- according to the portal CNET.

In addition, the Apple platform has a higher monetization potential, which is manifested in a much higher profit margin ratio to the volume of advertising traffic. In Android, the traffic volume is 65.15% of the world, and the rate of 22.34% relates to iOS. iPad tablets bring most of all revenue from advertising in the Apple sector - in their case, the ratio of income through rate is 4:1.

In the first quarter, the most profitable category of mobile content changed - even if advertising brought the most profits in the media sphere at the end of last year, now social networks and games that run on these networks made their way to the first place.

As for countries where mobile ads bring the most money, the undisputed leader continues to be the United States. However, as noted by experts Opera Mediaworks, advertising mobile traffic for the year grew by 61% in South America, 32% in Africa and 19% in Asia. States will soon have competitors.

Opera Mediaworks Analysts also noted that video advertising has become more profitable by increasing number of views, and six times across the world. They attribute this to the proliferation of high-speed mobile Internet and free due to the emergence of new social outlets Wi-Fi. Most US residents watch video ads.

source: ft.com