updated 08:30 pm EDT, Wed June 6, 2012
Screen size not sole determiner of rate
Jumptap, a company whose specialty is mobile targeted advertising has released a study on the habits of mobile device surfers. The click-through rates of various mobile devices were examined for a variety of advertising campaigns served by Jumptap. The Amazon Kindle Fire achieved the highest rate of click-throughs, with two Apple devices taking second and third.
The seven-inch Kindle Fire achieved a 1.02 percent click-through rate. Apple's iPad received a 0.9 percent rate, with the iPhone at 0.84 percent. Different models of iPad and iPhone weren't factored seperately. Rounding out the statistics, the Nook collected 0.36 percent click-throughs, with the Samsung Galaxy S, Samsung Note, and Xperia Mini gathering 0.53 percent, 0.58 percent, and 0.42 percent, respectively.
Examining the entire set of data, the conventional wisdom that larger screen sizes -- regardless of platform -- equate to higher click-through rates would seem to be disproven. There is a loose correlation to click-throughs to screen size, as long as long as the same vendor or OS is compared. The maxim completely breaks down when manufacturer or OS lines are crossed.
The study drew few solid conclusions as to why the devices placed on the results the way that they did. Why the iOS and Kindle did so well in comparison to the competition isn't clear, but is likely the result of targeted advertising and content, which is a strongpoint in the Kindle Fire.