The study is by Nanigans, one of the biggest buyers of Facebook
ads, and it focuses on retailers, saying that in the past year on
Facebook’s desktop ads, clickthroughs are up 375 percent and
overall return on investment is 152 percent.
But it’s when the report focuses on mobile advertising that the
really surprising numbers pop up.
“Retailers are realizing significantly greater return from
audiences on iOS than audiences on Android,” the report says. “For
the first three quarters of 2013, RPC [revenue per click] on iOS
averaged 6.1 times higher than Android and ROI [return on
investment] on iOS averaged 17.9 times higher than Android.”
The report explicitly states that it applies to retail ads only, and results may be different for other categories, but the differences claimed here are so remarkable I find it hard to believe.