According to a survey conducted among marketers in the United States and the United Kingdom in January 2022, 59 percent of respondents said they increased their spending on Android and decreased their spending on iOS, while 27 percent said they moved their budgets in the other direction. This came as almost four out of ten respondents said they had lost revenue due to Apple's changes to its identifier for advertisers (IDFA), which came into effect in April 2021.
Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022
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Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022
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ExchangeWire. (March 31, 2022). Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022 [Graph]. In Statista. Retrieved May 12, 2025, from https://www.statista.com/statistics/1292193/marketers-increasing-android-ios-spend-us-uk/
ExchangeWire. "Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022." Chart. March 31, 2022. Statista. Accessed May 12, 2025. https://www.statista.com/statistics/1292193/marketers-increasing-android-ios-spend-us-uk/
ExchangeWire. (2022). Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022. Statista. Statista Inc.. Accessed: May 12, 2025. https://www.statista.com/statistics/1292193/marketers-increasing-android-ios-spend-us-uk/
ExchangeWire. "Share of Marketers Increasing or Decreasing Spending on Android and Ios in The United States and The United Kingdom as of January 2022." Statista, Statista Inc., 31 Mar 2022, https://www.statista.com/statistics/1292193/marketers-increasing-android-ios-spend-us-uk/
ExchangeWire, Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022 Statista, https://www.statista.com/statistics/1292193/marketers-increasing-android-ios-spend-us-uk/ (last visited May 12, 2025)
Share of marketers increasing or decreasing spending on Android and iOS in the United States and the United Kingdom as of January 2022 [Graph], ExchangeWire, March 31, 2022. [Online]. Available: https://www.statista.com/statistics/1292193/marketers-increasing-android-ios-spend-us-uk/
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