updated 11:35 am EDT, Fri August 5, 2011
Jumptap shows regional split between iOS, Android
An uncommon study from Mobile ad firm Jumptap has revealed a distinct regional split in the US based on mobile OS tastes. Looking at areas where it got much more traffic from one platform, it saw Android dominating primarily in the south and southwest of the country. The iPhone dominated the northeast and mid-west, particularly in New England, while the BlackBerry had small pockets of support scattered across the country.
Researchers didn't attempt to explain the differences, although they did liken it to a Civil War-like North versus South cultural split. New York state, one of the few in the northeast to go BlackBerry, may have been helped by the high concentration of bankers and other businesspeople still using RIM.
The study also gave a glimpse into the possible ownership share for mobile platforms outside of rivals like Millennial Media. Android was out front at 38 percent, but the gap with iOS was small with Apple at 33 percent. The BlackBerry was a distant third at 22 percent, and every other platform was at five percent or less.
Jumptap's demographics don't completely mirror the field. At 83 million individuals, though, it's large enough to help reflect at least current trends. Among its own users, it knew that iPhone owners were much more likely to be responsive to ads than Android users, hinting that developing for iOS was still more profitable in spite of the number of Android users.