With the AT&T and T-Mobile US merger apparently on the way to being done, it becomes appropriate to refer to both providers as one American entity. As I discussed a few weeks ago, this deal immediately grants AT&T 20% of the Android browsing market, leaving second place up for grabs between them and Sprint.
Dan Ruby began a “technographic” series last week by discussing the various ad susceptibility of desktop platform users. Indeed, technographics can be broken down further within the Android platform, as one can easily decipher the exact device that is hitting one’s website.
One potentially interesting technographic breakdown is the susceptibility of advertising based on the provider, in particular, the AT&T/T-Mobile alliance.
AT&T/T-Mobile: 1.514%
Verizon: 1.310%
Sprint: 1.292%
Verizon/Sprint: 1.304%
Through a search of US Android traffic, AT&T and T-Mobile traffic provided a statistically significant difference in click-through rate over both Verizon and Sprint, and a 16.1% increase over the other two major providers combined.
What does this mean for a potential publisher? Similar to what Dan Ruby said last week, one can adjust their website’s advertisements based on the different Android device, focusing on targeting for Verizon and Sprint users, while focusing slightly more on volume towards AT&T and T-Mobile users. While results can vary, the trend seems to support that slight changes in landing pages can show returns in one’s ad campaign.
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