Chitika Insights reports that following the release of Apple’s iPhone 5 on September 21st, its researchers were interested in comparing Web usage rates of the newest phones from both Apple and its main competitor Samsung. To quantify their latest study, Chitika conducted a user agent analysis on millions of mobile ad impressions, spanning a 7-day time frame from October 3rd through October 9th, 2012. Looking solely at impressions coming from the iPhone 5 and Galaxy S III, they were able to observe the difference in Web traffic volume between the two devices, depicted in the figure below:
Chitika observes that Samsung’s Galaxy S III smartphone has been available in the U.S. for nearly four months, and posted impressive sales figures even beating out domestic sales of the iPhone 4S in August 2012. However, they now report that only 18 days after the public release of the iPhone 5, the newest Apple device had overtaken the Galaxy S III in terms of Web traffic volume.
Chitika’s analysts suggest that record-breaking iPhone 5 sales numbers, along with new 4G browsing speeds which encourage data usage, are the most likely explanation for the device’s tremendous growth – a shift in the mobile ecosystem that will not be welcome news for Samsung.
Chitika’s report summarizes that while optimizing online content for both devices is still the smart move for businesses targeting mobile consumers, this comparison underscores that iPhone users are still the most active – and hence marketable – users of the mobile Web.