Android Top New Smartphone App Platform for ’11

by MarketingCharts staff

Android Apps Represent More than Half of Platform Mix

millennial-app-platform-mix-nov-10-dec-2010.JPGIn more good news for the Android platform, Android applications represented 54% of the application platform mix in November 2010, averaging 10% growth month-over-month for the past four consecutive months. The only platform with anywhere close to this level of support was iOS, representing 39% of the total mix.

Gaming Remains Top App Category

millennial-top-mobile-app-categories-nov-10-dec-2010.JPGThe popularity of gaming applications on the Millennial Media network continued as gaming remained the leading application category on the network and accounted for 28% of the application impressions in November 2010.

Music & entertainment apps moved up to the number two position in November with 22% of the impression share. Within this category, Millennial research indicates television & movie app impressions have more
than doubled month-over-month, but music apps still lead the category with more than 70% of the impression share.

Automotive apps entered the top mobile application categories for the first time last month. Automotive app impressions more than tripled month-over-month; which Millennial says reflects the increased use of mobile as consumers researched new auto purchases and end-of-year promotions.

iOS, Android Tie as Top Smartphone OS

millennial-device-carrier-mix-nov-10-dec-2010.JPGiOS and Android shared the top spot in the smartphone OS mix, each with 38% of the impressions, followed by RIM with a 19% impression share.

Smartphones accounted for 58% of the smartphone, feature phone & connected device impression share in November 2010. Feature phones and connected devices experienced a 1% and 2% increase in impression share month-over-month, respectively. Together, they represented 42% of impressions in November.

Nielsen: Apple iOS, Android Most Desired Smartphone Platforms

Among all likely US smartphone upgraders from August-October 2010, nearly one-third (30%) desire to upgrade to a device running Apple iOS, according to recent Nielsen data. Android follows closely with 28% desiring this platform. No other operating system approaches the popularity of Apple iOS or Android among likely smartphone upgraders. RIM Blackberry was a distant third, chosen by 13% of respondents.