Android may have expanded and taken the lead in traffic, but iOS retained its solid lead for revenue generation and monetization. Apple’s tenacious grip on revenue generation is driven to a large extent by its favorable market position in western markets, such as the United States, Germany and the United Kingdom. In these markets, rich media and video advertising are more common and the high volume of mobile application usage (vs. mobile browsing) drives a robust user acquisition market.The mobile advertising market, much like the overall smartphone industry, is largely a two-horse race between iOS and Android. BlackBerry, Symbian and Windows each accounted for around 1% or less in traffic and revenue during the fourth quarter, while all other smaller mobile platforms grouped together held a 5.55% share of traffic and 5.89% share of revenue. Social networking, games, and music, video and media lead the way in traffic volume and revenue generation.
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