Millennial Media: Android generates 64% of all mobile game ad impressions


Games continue to drive more impressions across Millennial Media's (NYSE:MM) U.S. mobile advertising network than any other application category, with gameplay on devices running Google's (NASDAQ:GOOG) Android generating more than twice as many impressions as Apple's (NASDAQ:AAPL) iOS.

Android yielded 64 percent of all Millennial Media game impressions during the third quarter of 2012, the firm reports, while iOS accounts for 30 percent. Late last year, Millennial reported that Android apps across all categories generated 52 percent of ad impressions, with iOS narrowing the gap at 34 percent.

Research In Motion's (NASDAQ:RIMM) BlackBerry trails far behind both Android and iOS at 5 percent of Millennial Media game impressions, but the OS still managed to outpace Microsoft's (NASDAQ:MSFT) Windows Phone at 1 percent. Millennial credited the disparity to the far larger number of games available for Android and iOS devices.

Arcade-style mobile titles yielded 30 percent of impressions during the quarter.

Despite increasing sales of devices like Apple's iPad and Amazon's (NASDAQ:AMZN) Kindle Fire, tablets and e-readers only drove 23 percent of Millennial game impressions in the third quarter, with smartphones still dominant at 74 percent. Feature phones made up the remaining 3 percent. Arcade-style mobile titles yielded 30 percent of impressions during the quarter; word games like Zynga's (NASDAQ:ZNGA) Words with Friends follow at 26 percent, trailed by puzzle games at 19 percent.

eMarketer data cited by Millennial indicates there were 102 million mobile gamers in the U.S. in 2012, corresponding to about 42 percent of the nation's total mobile phone subscriber base. Mobile gamers are expected to eclipse 140 million nationwide by the end of 2014.

For more:
- read this Millennial Media blog entry

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