Apple's iPhone and iPad captured 44 percent of mobile impressions and 50 percent of mobile revenue in third-quarter ad buys via Opera Mediaworks' platform—impressive results considering all the smartphones and tablets on the market.
Not including the iPad, the iPhone (31 percent) edged out the various Android phones (30 percent) in terms of total impressions, per San Mateo, Calif.-based Opera Mediaworks, a mobile division of tech giant Opera Group.
The iPad and Android tablets accounted for 10 percent of mobile ad impressions in Q3, versus 5 percent last year, according to Opera. In the last 12 months, tablet devices doubled their market share on Opera's platform, which reaches 400 million consumers with 60 billion impressions every month.
Music accounted for 20 cents for every dollar spent via Opera in Q3, leading all categories.
In addition, Opera Mediaworks CEO Mahi de Silva told Adweek that Apple's iOS 7 operating system, unveiled in late September, was downloaded as often in its first 13 days as Android's average downloads across 16 months. That's a good thing for iPhone marketers, he said. "When Apple pushes out [a new] iOS, almost all the iPhone apps rev, and with Android the pickup isn't nearly as fast."