Share of marketers increasing Android or iOS spend in the U.S. and UK 2022
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.