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Mobile Ad Traffic & Monetization Performance By OS, Q3 vs Q4 2013 [TABLE]

Table - Mobile Ad Traffic & Monetization Performance By OS

Android phones may have pulled ahead of iPhones in Q4 mobile phone ad traffic share, according to Opera’s latest quarterly report [PDF] covering Q4 2013 activity, but the opposite trend was true when it came to ad monetization. The iPhone accounted for 40% of mobile ad monetization, per the report, up from 36.4% a quarter earlier and distancing itself from Android phones’ 30.1%. Overall, iOS devices captured 43.4% of ad traffic (down from 44.4% in Q3) and an outsized 55.7% of revenue (up from 49.5%).

Those revenue figures represent gains not only on a quarter-over-quarter basis, but also on a year-over-year one. (For reference, in Q4 2012, iOS devices comprised 41.9% of traffic and 51% of revenue.) Between Q4 2012 and Q4 2013, while Android devices increased their share of ad traffic from 30.9% to 37.7%, their share of revenue only grew by a couple of points, from 30% to 31.7%. Read the rest at MarketingCharts.