Millennial Media: Tablets now one-fifth of mobile ad impressions

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Tablets and other non-phone connected devices like MP3 players and e-readers generated 20 percent of all impressions across the Millennial Media mobile advertising network during the first quarter of 2012, up 33 percent over the previous quarter.

Millennial Media - Mobile Mix

Click here to view the charts from the report.

Although smartphones still generate the overwhelming majority of mobile ad activity, accounting for 73 percent of all impressions in the first quarter, tablets now far exceed impressions on feature phones, which represented just 7 percent of impressions during the period. As recently as the first quarter of 2011, feature phone impressions led non-phone impressions by a margin of 23 percent to 15 percent, underlining the growth of the tablet segment.

Three tablets--Apple's (NASDAQ:AAPL) iPad, Samsung's Galaxy Tab and Amazon's Kindle Fire--ranked among the top 20 of all mobile devices across the Millennial platform during the first three months of 2012. Apple's iPhone continues to lead all devices, yielding 15.1 percent of impressions; the second-place BlackBerry Curve trails at 4.4 percent.

Despite the iPhone's dominance, devices running Google's (NASDAQ:GOOG) Android still generate the majority of Millennial impressions at 49 percent. Apple's iOS follows at 33 percent, with Research In Motion's (NASDAQ:RIMM) BlackBerry at 14 percent and Microsoft's (NASDAQ:MSFT) Windows Phone at 3 percent.

The Millennial Media network now yields 45 billion impressions every month, topping 300 million unique users worldwide. Its ads run across more than 30,000 mobile apps and 7,000 device models. Millennial adds that a growing number of brands and developers are embracing mobile video ads, with the number of promotional videos viewed on the platform increasing 958 percent between the second quarter of 2011 and the first quarter of 2012.

For more:
- read this Millennial Media blog entry

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