Dive Brief:

• Android is the leading mobile operating system with 47.5% of the market, but advertisers are still willing to pay more to advertise to Apple's iPhone and iPad users. 
• According to data from Opera Mediaworks, iPhone users made up just 28.7% of the traffic on the platform, but were responsible for 40% of revenue. 
• Advertisers prefer iOS users because they download more apps, use the apps more frequently, and use their devices more in general. 

Dive Insight: 

iPhone users also tend to be higher on the economic spectrum, so it makes sense that advertisers would prefer to target them. With more high-end Android phones coming to market, like the Samsung Galaxy series, this gap between users may shrink. Until then, advertisers are smart to target their energy on iPhone users for a better return.