The battle between iOS and Android is on-going, but one thing is certain, iOS Facebook users are more lucrative for advertising. According to Nanigan’s analysis of over 200 billion Facebook ads, iOS ads are proving to be 1,790% more profitable than their Android equivalent. Furthermore, Android ads are actually giving negative returns on investment.
Retailers are realizing significantly greater return from audiences on iOS than audiences on Android, as measured by both RPC and ROI (see Figure 11 and Figure 12). For the first three quarters of 2013, RPC on iOS averaged 6.1 times higher than Android and ROI on iOS averaged 17.9 times higher than Android.
It’s too early to speculate on the precise nature of the disparity, but the demographics of users may have something to do with advertising effectiveness, disposable incomes, and ad content appropriateness. Nanigans advises that advertisers test ad effectiveness by device and target audience.