Did Google Maps Really Boost iOS 6 Adoption? New Data Suggests Otherwise
Recent reports suggested that Google Maps’ iOS 6 release caused a surge in adoption. However, new data from Chitika’s mobile ad network paints a different picture, revealing that the spike likely came from iPhone’s expansion into China rather than Google’s mapping solution.
Key Findings from Chitika’s U.S. Data
- Flat Adoption Rates: Over a six-day period (December 11-17), iOS 6 usage in the U.S. and Canada remained steady at ~71.5%
- No Google Maps Impact: The release of Google Maps on December 12 showed no measurable effect on upgrade rates
- Historical Context: Analysis of iOS 6 adoption since launch shows initial rapid uptake followed by a plateau
The China Factor: Explaining the Discrepancy
The apparent contradiction with MoPub’s global data becomes clear when considering:
- iPhone 5’s China Launch: 2 million units sold opening weekend (all running iOS 6)
- 33 New Markets: iOS 6 devices became active in dozens of countries simultaneously
- Regional Differences: Chitika’s study focused solely on North America, while MoPub’s data included global traffic
Why Google Maps Wasn’t the Catalyst
While compelling, the narrative of users waiting for Google Maps doesn’t hold up under scrutiny:
- U.S. data shows no corresponding adoption spike
- New device activations in emerging markets better explain global increases
- Historical adoption patterns suggest natural plateauing
This analysis demonstrates the importance of considering regional variations when interpreting mobile OS adoption trends. What appears as a software-driven surge in global data may actually reflect hardware distribution patterns in specific markets.
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