updated 09:45 pm EDT, Mon September 14, 2009
iPhone users account for 66% of ad click-throughs
Chitika, an online advertising network, has released a study indicating that iPhone users are least likely of all mobile users to click through mobile ads. The study of mobile Internet usage vs. non-mobile usage covered 92 million samples, with roughly 1.3 million click-throughs from mobile users. It showed that non-mobile users clicked through at a .83-percent rate, while mobile users were generally 50 percent less likely to click on an ad as opposed to non-mobile Internet users.
While the iPhone users' click-through percentage was the lowest, the group accounted for 66-percent of the mobile hits. The discrepancy is likely due to higher usage of the Internet on the iPhone platform. BlackBerry users clicked on ads the most, while Symbian, Nokia and HTC followed close behind.
The survey bucked the consensus belief that mobile users are more likely to click on ads. Chitika points out that mobile web users are likely searching for quick answers or directions, leading toward a tendency to ignore ads while focused on such tasks.