Millennial Media's 50th Mobile Report: Android Grabs 53% Ad Impressions; Android Accounts 53% and iOS 27% Mobile OS Share in Q2'2011

Mobile ad network Millennial Media's 50th report today, revealed that in March 2010 iOS had 70% of mobile ad impression share on Millennial's network compared to Android's 6%. /p>And in June 2011, Android over taken iOS, with 54% of ad impression share, with iOS taking 26%. RIM had 14% in 2010 vs. 15% in 2011.Smartphone […]

Mobile ad network Millennial Media's 50th report today, revealed that in March 2010 iOS had 70% of mobile ad impression share on Millennial's network compared to Android's 6%.
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And in June 2011, Android over taken iOS, with 54% of ad impression share, with iOS taking 26%. RIM had 14% in 2010 vs. 15% in 2011.

Smartphone share increased, from 45% in March 2010, to 65% in June 2011. Feature phones, on the other hand, fall to 17% in 2011 from 34% in 2010.

Millennial also reports that 60% of the devices on the Millennial network use a touch screen as the input device whereas only 27% of the devices were touch screen in 2009.

Samsung previously the top manufacturer is now at number two with 14.94%. The #1 spot is now taken over by Apple, who recorded the biggest increase in terms of manufacturers on Millennial's network. Since 2009, Apple has increased their market share as top manufacturer by almost 20 percentage points (going from 11% to 30%).

Android maintained its position as the leading Smartphone OS Impression Mix on Millennial's network in Q2, with 53% of impressions. iOS actually grew 4% quarter-over-quarter and represented 27% of the Smartphone OS Impression Mix in Q2. This could jump significantly if the iPhone 5 is released in the coming year.

Millennial also took a look at growth on the network in the second quarter of 2011. In Q2'2011, Smartphones grew 8% quarter-over-quarter and led the Smartphone, Feature Phone & Connected Device mix with 67% of impressions. Connected Devices experienced a 13% growth quarter-over-quarter and accounted 17% of the Smartphone, Feature Phone & Connected Device mix in Q2.

Here are a few highlights:

  • Six verticals experienced triple digit growth or greater year-over-year
  • Local Market Targeting made up 44% of all targeted audience campaigns in Q2. In the original S.M.A.R.T. report, fewer than 2% of campaigns leveraged Local Market targeting.
  • Since the first S.M.A.R.T. report, the only two mobile devices that are still on the list of the top 20 phones are the iPhone and BlackBerry Curve.
  • 60% of the devices on the Millennial network use a touch screen as the input device. In the first S.M.A.R.T. report, only 33% of the devices were touch screen. This change was largely driven by the rise of the iPhone, Android and connected devices.
  • Since the first S.M.A.R.T. report, Apple has increased their market share as top manufacturer by almost 20 percentage points (going from 11% to 30%). Samsung was previously the top manufacturer.
  • 23% of all campaigns in Q2 drove consumers to an app store or app download page. In the first S.M.A.R.T. report, this was only 3%.

Industry insiders shared their opinions about S.M.A.R.T. and the role of research in mobile:

[Source: Millennial Media]