Despite the rampant popularity of iOS 7 and data from Chitika indicating that users are rushing to get their devices upgraded, a new report from mobile advertising giant Millennial Media is presenting another side of the overall story.
On Friday, MM reported that advertising impressions from iOS 7-powered devices grew by 185% every day during the first week of iOS 7's availability. According to historical data cited by the ad network, this growth lags behind the adoption rate logged by iOS 6 during its first full week of availability.
"We looked back at the first week of growth for iOS 6 and saw that it grew an average of 264 percent daily," reveals Matt Gillis, EVP of Global Product and Platform at Millennial Media.
What's more, Millennial Media reports, while the release day impressions for iOS 6 and iOS 7 were similar, once the release was seven days out, "iOS 6 saw significantly more adoption, and was at 35 percent of our total iOS impressions, compared to the 16 percent for iOS 7."
Whatís behind these patterns? We canít say for certain, but we have a couple hunches. When comparing iOS 7 to iOS 6, we think that it is very telling that impressions were the same on Day 1, and iOS 7 slowed down significantly after that. Because iOS 7 was such a major update, it seems likely that early adopters downloaded it as soon as possible, but for other consumers, there may have been hesitation after reading about how radical the changes were.
Source: Millennial Media