New data from Quantcast underscores the importance of the iPod touch as a mobile ad platform in its own right. The Web measurement firm found the iPod accounts for roughly 40% of mobile Web use on Apple devices-a healthy chunk of overall Web surfing on the iPhone OS.
So the iPod shouldn't be thought of by marketers as merely an afterthought in relation to the iPhone, especially when it comes to advertising in applications and games. But Quantcast also pointed out the two devices show different usage patterns. Web surfing on the iPhone tends to peak during the week, while that on the iPod peaks on the weekend.
That difference reflects the iPhone increasingly being used for business while the iPod has a customer base that skews younger and uses the device primarily for gaming and media consumption, which goes up on the weekend. Mobile ad network Greystripe, best known for in-game advertising, noted activity on its iPhone/iPod-centric network typically surges on the weekend, peaking Sunday night. (It wouldn't comment on difference between the two devices.)
The peak time of day is 8 p.m. PST, and the lowest, 3 a.m. PST.
Dayparting may seem unlikely for mobile advertising, but Greystripe said campaigns on its network are optimized to increase brand lift and engagement according to different criteria including by day and time of day.
Earlier this week, Quantcast noted that while Apple's share of North American Web use reached its zenith in Dec. 2008, at about 75%, it's still well above the competition at about 65%. Other smartphone makers including BlackBerry, Motorola and HTC hover in the range of 5% to 10% in mobile Web traffic. That means no matter what time of day or day an ad is running on an Apple device, it's still more likely to be seen than on other smartphones.