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Android Surpasses iPhone In Ad Clicks

Android phones have overtaken the iPhone in ad clicks, but the category that is sitting prettiest in the coveted mobile advertising category are Symbian handsets, according to a new report from an online service that measures ad clicks.

Symbian’s lead was convincing, too, recording a score of 339 for click through rates (CTR) on a scale set by mobile ad measurement researcher Smaato. Android phones scored 118 and the iPhone just 111 as Google platform devices passed the iPhone for the first time.

As the operating system that refuses to die, Symbian is still widely used in Europe and the U.S., even though it is generally utilized in less sophisticated phones than Androids and iPhones. The Symbian OS was nourished by Nokia, but is now independent of the Finnish firm, which still dominates the world’s handset market share sweepstakes.

The overhauling of the iPhone by Google in ad clicks also plays out against increasing competition between Google’s Android phones and Apple’s iPhones. In recent days, Google AdMob’s top executive has complained that Apple is trying to restrict its use on Apple’s iPhone.

In a blog post, AdMob chief executive Omar Hamoui stated: “Apple proposed new developer terms on Monday that, if enforced as written, would prohibit app developers from using AdMob and Google’s advertising solutions on the iPhone… This change is not in the best interests of users or developers. In the history of technology and innovation, it’s clear that competition delivers the best outcome.”

The Smaato monthly report for CTRs indicates that Apple is feeling pressure from Android phones. “This data,” according to the report, “helps to show that even in its home markets, the iPhone, while still strong, is not the top performing OS in terms of CTR – which could well be one of the reasons Apple is looking to try to re-invent mobile advertising to engage its users.”