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%.
- 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.