Click-Happy Android Users Flock to Mobile Ads

Apple’s iPhone users may be buying more apps but when it comes to mobile ads, it is Android customers who are click happy, says an online advertising network.

Android users click on ads 81 percent more often than those who have an iPhone. That makes Android users much more valuable to advertisers, says online ad network Chitika. But here’s another interesting data point. Apple’s iPad did better than the iPhone when it comes to ad click-through rates. The data is based on a sample of 1.3 million impressions across Chitika’s network.

“iPad users are much more likely to click ads than their iPhone-using contemporaries.� This may be chalked up to the difference in display size,” says Chitika on its blog.

The numbers from Chitika are similar to those from another mobile ad company called Smaato in June. Android devices are more friendly to mobile ads compared to the iPhone, says Smaato.

The data about how smartphone users react on different platforms comes as Apple has started rolling out its iAds mobile advertising platform. So far, only five of the 17 iAd launch partners have managed to roll out their advertising campaigns since Apple introduced iAds in April.

Though early advertisers have said they are happy with the results they have seen so far, data from companies like Chitika and Smaato is not an encouraging sign for Apple.

It is not clear why Android devices are ahead of the iPhone when it comes to getting consumer attention for ads, says Chitika. Android users show a click-through rate of 1.187 percent compared to 0.654 percent click-through rates on the iPhone. The lack of iPhone-like elegance in the Android’s interface could result in more user clicks–including those on mobile ads, says Gigaom.

But that alone can’t explain why the Android platform is ahead of the iPhone in getting consumer attention for mobile ads. It’s something that Apple may also be trying to find the answer to.

Chart: Chitika