How Google Maps Drove a 29% Spike in iOS 6 Upgrades
New data from mobile ad exchange MoPub reveals a striking trend: Apple’s controversial Maps app had been suppressing iOS 6 adoption until Google Maps arrived as a standalone alternative. Across 12,000 supported apps, MoPub observed a 29% increase in unique iOS 6 users within five days of Google Maps’ iOS release.
Key Findings:
- Immediate impact: 13% user increase within 3 days of Google Maps launch
- Weekend surge: Remaining growth occurred as users waited for free time to update
- China factor: Approximately 2M new iPhone 5 activations may have contributed slightly
Why This Data Matters
MoPub’s dataset—covering 1 billion daily ad impressions—provides more comprehensive insights than individual networks like Chitika, which initially reported just 0.2% growth. The timing suggests users deliberately postponed upgrades until Google Maps became available.
“We observed a 30% increase in unique iOS 6 users post-launch,” MoPub’s CEO stated. “This validates that users were waiting for Google Maps before upgrading.”
The Ripple Effects of iOS 6 Adoption
- Reduced fragmentation: Developers benefit from more users on the latest OS
- Improved advertising: iOS 6’s IdentifierForAdvertising (IFA) system replaces the problematic UDID system
- Enhanced privacy: Users can reset IFA or opt out of tracking entirely
- Better analytics: Advertisers gain more accurate conversion tracking
A Win for All Parties
While Apple’s Maps misstep was embarrassing, the Google Maps release ultimately:
- Encouraged iPhone 5 purchases (pre-loaded with iOS 6)
- Advanced Siri’s development through wider usage
- Created better advertising infrastructure
Image Credit: Nik Cubrilovic
The data confirms what many suspected: users voted with their update buttons, and Google Maps became the catalyst iOS 6 needed.
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