Millennial Media: Android trumps iOS with 52% of Q1 mobile ad impressions

Tools

Devices running Google's (NASDAQ:GOOG) Android generated 52 percent of all mobile advertising impressions across the Millennial Media (NYSE:MM) network during the first quarter of 2013, jumping from 49 percent in the year-ago quarter.

Apple's (NASDAQ:AAPL) iOS remains in second place with 39 percent, increasing from 33 percent in the first quarter of 2012. BlackBerry (NASDAQ:BBRY) dropped from 14 percent to 7 percent in the most recent quarter but remains ahead of Microsoft's (NASDAQ:MSFT) Windows Phone, which dwindled from 3 percent to just 1 percent.

Smartphones yielded 70 percent of all Millennial impressions in the first quarter, down from 75 percent a year ago. Non-phone connected devices like tablets and e-readers increased from 20 percent to 25 percent, with Android tablet impressions surging 96 percent year-over-year to make up 45 percent of total tablet impressions. Feature phones held steady at 5 percent.

Apple was the top manufacturer across the Millennial platform, generating 36.87 percent of all impressions (up 28 percent from the fourth quarter of 2012), followed by Samsung Electronics at 26.96 percent (up 19 percent quarter-over-quarter). Other movers include Amazon (NASDAQ:AMZN), which grew impressions 125 percent from the previous quarter. Amazon now accounts for 2.19 percent of all Millennial traffic, seventh overall and ahead of more established mobile device manufacturers including Nokia (NYSE:NOK).

Games continued generating more Millennial impressions than any other application category, followed in descending order by music and entertainment, communications, mobile social media and productivity.

For more:
- read this Millennial Media blog post

Related articles:
Millennial Media: We're not threatened by Facebook, Twitter's ad efforts
IDC: Facebook, Twitter usurp mobile display ad lead from Google, Millennial Media
Millennial Media's revenue growth hampered by traffic costs, eMarketer predicts
Millennial Media acquires Metaresolver, looks to rebound from weak Q4
Millennial Media: Android generates 64% of all mobile game ad impressions

Comments