According to new data from ad platform and market research firm Nanigans (via VentureBeat), Facebook advertisers are seeing approximately 1790% more profit from mobile ads on iPhone when compared to ads on Android. The study tracked over 200 billion ads on Facebook, and also revealed that cost of mobile advertising on Android is greater than the return on investment received through the platform.
“Retailers are realizing significantly greater return from audiences on iOS than audiences on Android,” the report says. “For the first three quarters of 2013, RPC [revenue per click] on iOS averaged 6.1 times higher than Android and ROI [return on investment] on iOS averaged 17.9 times higher than Android.”
“Audiences cost more on iPhone, and the reason is that it’s worth it,” Slagen said. “Typically, we’re not looking to acquire one-time customers, we’re looking to invest over time … so we pay more up front for better long-term results.”
Another graph showing the return on investment percentages by retailers advertising on Facebook Mobile showed that iOS brings retailers 162% more cash than spent on the ads, while advertising on Android returned 10% less than the cost of the ads:
The results are interesting given the fact that Facebook has traditionally seen deeper integration within the Android platform, including the release of the Android-only Facebook Home launcher earlier this year, as well as the multiplatform Chat Heads feature which is more feature-filled on Android devices.