Android Captures 54% of Q1 Smartphone Impressions

May 5, 2011

millenial-media-impresssion-share-q1-may11.gifFifty-four percent of smartphone impressions on the Millennial Media mobile network during Q1 2011 occurred on devices running the Android OS, according to [sign-in page] the Q1 2011 Millennial Media SMART Report. This was slightly more than twice the impression share captured by Android’s closest rival, iOS (26%).

The only other smartphone OS with a sizable impression share in Q1 2011 was RIM (Blackberry), which garnered 17% of impressions. In addition, smartphones captured 62% of all mobile impressions on the Millennial network during the quarter, followed by feature phones (23%) and connected devices (15%).

Almost Half of Mobile Campaigns Lead Traffic to Site

millenial-media-campaign-destination-mix-q1-2011-may11.gifClose to half of all mobile campaigns on the Millennial network during Q1 2011 (47%) led traffic back to the advertiser’s site, with 32% leading to a custom landing page and 21% resulting in an application download.

Demographic Ads Most Popular

By a margin of about 10%, demographic mobile ads were the most popular method of targeting an audience during Q1 2011 (46%) on the Millennial network. In contrast, 42% of targeted mobile ads during the quarter targeted a local market, and 12% targeted a behavioral audience.

Overall, 56% of ads were broad reach and 44% targeted an audience.

Market Presence, Leads Most Popular Campaign Goals

millennial-campaign-goals-q1-11-may-2011.jpgThe most popular goals of mobile campaigns on the Millennial network during Q1 2011 were sustained in-market presence (29%) and lead generation/registrations (27%). The only other goal with a double-digit share in terms of number of campaigns run with it in mind was product launch/release (24%).

Other Q1 Findings

  • New Year’s Day was the most popular holiday for mobile usage.
  • 78% of campaigns were cross-platform.
  • Product releases made up 75% of video campaigns.
  • The number of campaigns grew 107% year-over-year.

Nielsen: Android Takes Lead as Desired Smartphone OS

Android has taken the lead on Apple iOS as the most desired OS for consumers planning on getting a new smartphone in the next year, according to Q1 2011 data from The Nielsen Company. Thirty-one percent of consumers desire the Android OS, narrowly beating the 30% who want iOS.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This