Chitika Insights has published a report that shows the iPhone as a clear leader in two categories – traffic share of different smartphone makers across both apps & the mobile Web in the North American region. The iPhone’s share of traffic is greater on the mobile Web than in the world of apps.

For arriving at this conclusion, Chitika drew upon 2 sets of data – half a billion mobile exchange impressions through the company’s Cidewalk platform (for app traffic) & millions of ad impressions from the Chitika Ad Network (for mobile Web traffic) from earlier this month.

It said in the report that mobile application vs. Web traffic on North American smartphones reflected similar environments from a brand perspective. To determine Web-based traffic figures, Chitika Insights analyzed 10s of millions of U.S. & Canadian smartphone-based online ad impressions generated within the Chitika Ad Network from December 3 through 9, 2014.

Conversely, while Apple iPhone users were the largest traffic drivers in both environments, their share turns out to be higher on the Web (52.5%) than in-app (46.0%) – a 6.5 percentage point share difference that’s the largest of any brand.

It’s likely that Apple users, in aggregate, are simply more likely to use their browser throughout the course of a given day, the agency said.

Additionally, other outside metrics point to global Google Play app downloads outstripping iOS by a significant margin. While that trend is presumably more muted within North America where iOS devices are more pervasive, it’s reasonable to assume that it still holds true in some degree.

Image Credit: Chitika

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