Huge leaps in Europe push Google OS to top of worldwide charts.
Android overtakes iOS to become most popular platform for mobile advertisers.
Advertising network Adfonic has revealed that in Q2 of 2012, Android's share of global mobile ad impressions overtook iOS. Android increased its share from 38 per cent in Q1 to 46 per cent in Q2, while iOS dropped from 45 per cent in Q1 to 34 per cent in Q2.
Android had already surpassed iOS in North America, but now leads Europe for the first time, accounting for 43 per cent of mobile ad impressions in Q2 across the continent.
The Google OS also strengthened its hold in North America where its share was up significantly - from 46 per cent in Q1 to 63 poet cent in Q2.
The Adfonic global figures also showed that gender-targeted campaigns are far more likely to deliver results. In one example, there is a 164 % uplift in tech and telecoms campaigns that are targeted at men. The report also found that although women click less, they are 53 per cent more likely to convert than men.
Paul Childs, CMO of Adfonic. said: "The growing dominance of Android across Adfonic’s global advertising marketplace reflects wider industry trends that we are seeing from other sources, and highlights widespread consumer adoption of the increasing number of Android-powered devices.