Data from taken from the end of 2016 has shown that Android has overtaken iOS in revenue made through mobile ads. The data report by Smaato shows that the information was taken from “billions” of impressions served during Q3 2016, and showed that Android now accounts for 55% of global mobile revenue. Meanwhile, iOS accounts for 41%, meaning that this is the first time that Google's mobile operating system has overtaken Apple's. Over the same time period, Android also accounted for nearly 90% of all new mobile shipments around the world, although it was noted that even though it had a smaller share, Apple's iOS devices were being shipped to more affluent markets. It was also found that in-app ads far outshone mobile web ads in the quarter, after they accounted for 81% of all global mobile ad revenue.