iOS 7 and its “flat” design is now in beta and developers are responding. As expected, within the Chitika network there was an exponential increase in Web traffic from iOS 7-enabled devices after the release of the beta version. Notably however, the number of impressions generated by iOS 7 beta users over our network has continued to increase.
On June 10, 2013, as part of its Worldwide Developer Conference (WWDC), Apple unveiled its latest redesign for its iOS operating system (OS). Since that time, developers have been as active as ever on technology blogs cataloguing and discussing the bugs in the iOS 7 beta software. As expected, within the Chitika network there was an exponential increase in Web traffic from iOS 7-enabled devices after the release of the beta version. Notably however, the number of impressions generated by iOS 7 beta users over our network has continued to increase. For comparison, while we previously observed users of the iOS 6 beta generating 0.11% of all iOS traffic following the third beta release on July 16, 2012, iOS 7 users are already responsible for 0.22% of all North American Web traffic from compatible devices two days after its initial release. However, it is worth noting that the third iteration of the iOS 6 beta was available on some iPad models, specifically version two and above.
To quantify initial developer interest in the software, the Insights research team utilized a sample of tens of millions of iPhone and iPod touch online ad impressions drawn from June 3 to June 12, 2013. As the new software is currently only available on certain iPhone and iPod Touch devices, iOS 7’s share was calculated as the number of impressions from devices running iOS 7 as a percentage of total impressions from all iPhones and iPod Touches.
Despite some initial backlash from developers about the design of iOS 7 beta, the traffic from users of the OS is increasing. This likely means that the number of developers testing the iOS 7 beta is growing irrespective of the increase in the number of reported bugs. The more radical design change, and its potential impact on existing applications, could be driving this behavior. Alternatively, the new interface could be spurring users to browse more frequently.
Despite some mixed feelings around the release, for Apple, this initial growth in iOS 7 beta activity is a definite positive. It likely indicates some excitement, and that developers are actively involved in ensuring that their app’s functionality will not be impacted once iOS 7 is publicly released later this year.
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