The iPhone 5 is producing a higher volume of web traffic than the Samsung Galaxy S III, after less than three weeks on the market.
That's according to research by Chitika Insights which monitored web impressions of the two devices and discovered 56 per cent came from Apple's iPhone 5, while 44 per cent came from the Samsung Galaxy S III.
Chitika examined millions of mobile advert impressions in a seven-day period between 3 October and 9 October. The data doesn't take into account handset volume, and it's entirely possible that Apple users just happen to use their devices on the web more than S III owners.
The firm suggests that while businesses should build mobile sites to cater for both devices, targeting them at iPhone users currently makes more sense.
"While optimising online content for both devices is still the smart move for businesses targeting mobile consumers, this comparison emphasises iPhone users still being the most active – and hence marketable – users of the mobile web," Chitika said.
It would be very foolish for businesses to ignore Android, with research by Computing revealing that Google's operating system holds 51 per cent of the smartphone market as a whole, compared to Apple's 23 per cent share.
But while Apple's share of the market is relatively closed – only iPhones run iOS – Android is fragmented between different brands of smartphone with different operating capabilities. Android on an HTC can have different scope for running an app or site than Android on a Samsung smartphone.
However, the fact that the S III, which has been available since May, has already fallen behind the iPhone – which smashed Apple's own previous pre-order records – in this area may make grim reading for Samsung, as it pushed the S III as a direct competitor to the iPhone 5.