Study: iPhone, Mobile Users Extremely Ad-Wary

MARLBOROUGH, Mass., Sept. 11 /PRNewswire/ -- Chitika, a Massachusetts-based
online advertising network, today released a study of mobile vs. non-mobile
Internet usage. Based on a sample of 92 million impressions, the Chitika
study shows that mobile users are approximately half as likely to click on an
advertisement as non-mobile users.

For graphs and supporting data visit: http://chitika.com/research/

Of the 92 million impressions cited in the study, approximately 1.3 million
(1.5%) came from mobile browsing. While non-mobile held steady with a 0.83%
clickthrough rate, mobile as a whole pulled a mere 0.48% - just over half of
the average. While the recent growth in 'smartphones' has sparked a renewed
interest in mobile advertising, it appears given the numbers that mobile
Internet users are not receptive to advertising - a phenomenon that is not
surprising, given the mobile users' propensity to be searching for quick
answers or directions.

Of the five major smartphone operating systems - Google's Android, Apple's
iPhone, Microsoft's Windows CE, Palm OS, and Research In Motion's BlackBerry -
iPhone ranked the worst for clickthrough rate at a dismal 0.30%. iPhone also
accounted for the bulk of mobile hits, at 66%. The group which clicked on ads
the most is the "Other" group, comprised mainly of BlackBerry users and a
small handful of other phone operating systems (including Symbian, Nokia, and
HTC).

The clickthrough rates are certainly lower than expected, given the industry's
general consensus that mobile users are more likely to click ads. However, it
must be taken into consideration that this is a comparison of the same ads on
different media. The ads displayed on mobile devices are the same as the ones
displayed to non-mobile, rather than comparing standard online advertising
with mobile-oriented ads.

While there are side issues to consider in the mobile advertising market -
accidental clicks being more relevant than in non-mobile ad serving - it
appears that mobile Internet users are disinterested in advertising at an
extremely high rate, and iPhone users are leading the charge.

About Chitika

Chitika, Inc. is an online advertising network and research firm, leading the
way in intent-based advertising and search engine insights. With over 55,000
sites and 2 billion monthly impressions, the Chitika network is the pulse of
the online world. For more information, visit http://chitika.com

Contact:
Daniel Ruby
Research Director, Online Insights
Chitika, Inc.
+1 (866) 441-7203 x966
press@chitika.com

Follow Chitika on Twitterhttp://twitter.com/chitika

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SOURCE Chitika, Inc.

Daniel Ruby, Research Director, Online Insights, Chitika, Inc.,
+1-866-441-7203 x966