You might have been swiping and pinching on the new iPad since its release in March, but the Chinese finally got their hands on Apple's latest tablet July 20. Since then, it's seen ad impressions on the iPad ramp up 150 percent, according to data from Velti's State of Mobile Advertising.
Traffic trends in China suggest early adopters are using the iPad at work, since usage grows throughout the week and drops off on the weekend. In contrast, Velti says global iPad usage tends to peak on the weekends. With more mainstream adoption, the firm expects Chinese usage to reflect global patterns.
Overall, iPads make up 90 percent of tablet impressions. Apple devices on a whole generate 58 percent of impressions, but the iPod Touch and iPhone saw a drop of three to four percentage points in July.
The biggest Android competitor as of the end of July is the Kindle Fire, with a 38 percent share of Android impressions. Following the Fire is the Samsung Galaxy Tab at 24 percent. This data excludes Google's tablet contender, the Nexus 7, which was unveiled at the end of June and released mid-July.
Still, Android is catching up in ad impressions, taking back some share for the first time in July at 42 percent, a rise from 38 percent the month prior. "With Android making up 68% of all shipments this year (according to IDC), we may see Android impression share continue to pick up ground quickly," the report suggests, adding this could push publishers to reduce the lag time between iOS and Android app releases.
A breakdown by wireless carrier shows AT&T maintains the dominant provider, with a 52 percent impression share, a slight decline from 53 percent the month before.
So what generates the highest CPMs? Weather has claimed the title for five straight months, likely because of the high frequency of geo-targeted advertising. Average CPMs fell in July, which Velti attributes to advertisers finishing up their second-quarter budgets in June.