Smartphone Traffic

Chitika Insights has a produced a report that shows the traffic share of different smartphone makers across both apps and the mobile web in North America. The iPhone is the leader in both categories, though somewhat surprisingly, its share of traffic is greater on the mobile web than in the world of apps.

Chitika drew upon two sets of data for the report: half a billion mobile exchange impressions through the company’s Cidewalk platform (for app traffic) and millions of ad impressions from the Chitika Ad Network (for mobile web traffic) from earlier this month.

Collectively, Android devices generate roughly 54 percent of app-based internet traffic in North America. However they only generate 47.5 percent on the mobile web, compared with the iPhone’s 52.5 percent. The gap between the iPhone and Samsung devices is roughly 20 points in each case.

One might expect Android devices, with Google search so prominently featured, to collectively drive a higher percentage of mobile web traffic. Correspondingly one would expect the iPhone’s traffic to be more concentrated in apps.