In 2012, As Smart Device Ad Impressions Rose, Android Maintained Lead

MillennialMedia-Mobile-OS-Mix-2012-v-2011-Feb2013Smartphones counted as the leading devices on the Millennial Media network in 2012, according to [download page] the company’s year-in-review report. With 75% share of total ad impressions, the smartphone share grew by 7% points from 2011. Non-phone connected devices also grew their share, up 5% points from 15% to 20%, fueled by rapid adoption of tablets. Despite all that change in device mix, the OS mix remained remarkably constant, with Android (48%, up 1% points) and iOS (32%, down 1% point) the clear leaders.

During 2012, Apple and Android consolidated their positions as the leading smartphone platforms, per recent data from comScore. Between the Q1 average and the Q4 average, Google Android grew 2.4% points from 51% share of smartphone subscribers to 53.4%, while Apple did even better, improving 5.6% points from 30.7% share to 36.3%. Interestingly, while comScore data shows BlackBerry’s share of the smartphone market almost halving during the year, the Millennial Media report has BlackBerry’s share of ad impressions constant in 2012 from a year earlier, at 16%.

Other Findings:

  • Apple maintained its lead as the top manufacturer on the Millennial Media network, at 31.2% share of impressions, up from 26.4% last year. Samsung retained its second position, up from 16.8% share to 22.3%.
  • Among mobile phone manufacturers, the iPhone again led, inching up from 14.7% share in 2011 to 15.6% share in 2012. Samsung Galaxy S vaulted into the second spot, almost doubling its share to 4.2%.
  • Among tablets, iOS accounted for the majority share of impressions (58%), with Android accounting for 41%. Of the Android tablets, Samsung was the top manufacturer (45%), followed by Amazon (26%).
  • Games, music & entertainment, mobile social media, and communications retained the top 4 application category positions from 2011.