Statistics show app vs. mobile Web impressions, video ad penetration worldwide.

Last week Opera published its State of Mobile Marketing report for Q2. Headlines on coverage tended to concentrate on the finding that “the first app of the day is in the Social Networking category, and the most common last app of the day is for Entertainment.”

Fascinating, yet not surprising. The information also explores the acquainted horse race between iOS and Android. Android leads, but underperforms iOS relative to its share.

Last quarter Android devices surpassed iOS worldwide when it comes to traffic and revenue generation; Android has the traffic lead for some time. As an aside, Kantar Worldpanel ComTech of late disclosed that the iPhone had dropped some share in the United States, while expanding in Europe’s 5 biggest markets.

In the Opera information, the iOS-Android earnings gap is under a point between the two platforms (What’s relevant is that the iPhone generates lower than one third of the traffic of Android smartphones but almost 75 percent of the income.

All IOS devices outshine when it comes to revenues generated vs. traffic. Particularly, the iPad yields the most ad earnings per device pertaining to its traffic share.

More interesting compared to the revenue vs. traffic numbers are the details, evaluating app- and Web-based ad impressions by region At the other end, the US market views over 90 percentage of ad impressions in apps.

It would be fascinating to notice Europe segmented by markets. I believe would be that the “big five” countries (UK, France, Germany, Italy, Spain) would overall display more in-app impressions. It may also be exciting to realize APAC segmented by market (I.e. , China, Korea, Japan).

The concern in my mind is whether or not there’s a tendency. As markets mature and apps are becoming widely available, will there be a migration from mobile Web to applications? The

In the aggregate, according to Opera, applications get more traffic/impressions and significantly more ad revenue than the mobile Web on a global basis.

The Egypt has the most competitive percentage of video marketing as a share of total mobile advertising, and Australia has the maximum video ad penetration.

There are numerous bullish video advertising forecasts circulating. The graph seems to support them, recommending that in the United States there’s numerous prospective room for video advertising and marketing growth.