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Much attention has been given to Gartner’s and other recent forecasts that by 2014 the Android mobile operating system will have climbed all the way into a virtual tie with Symbian for the best-selling worldwide mobile OS. A less-discussed set of data, but one that may hold stronger interest for Web marketers, breaks down the advertising clickthrough rates for each of the leading mobile operating systems. In that category, Symbian remains the runaway leader through August 2010 while Android sits in a very distant last place. The data provided by mobile ad service Smaato indicates that Symbian users are by far the most likely to click on ads displayed on their smartphones, followed by users of regular mobile phones with Internet access, iPhones and iPads, Microsoft Windows devices, RIM devices and, finally, Android users.

The Mobile Ad Boom

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