Smartphone Share of Connected Device Impressions Grows 6%

September 23, 2011

millenial-media-device-os-mix-august11-sept11.gifSmartphones accounted for 72% of all connected device impressions on the Millennial Media mobile network, according to the August 2011 Millennial Media Mobile Mix. This represents 6% growth from a 68% share in July 2011.

Meanwhile, feature phones and connected devices each accounted for 14% of August impressions. This is down 12.5% from the 16% share both held in July. Looking at operating system, 54% of impressions on the Millennial network were made by devices running the Android OS, while 28% ran the Apple iOS. The only other mobile OS with significant share of the August impressions total was RIM, with 13%.

WiFi Dominates Carrier Mix

All WiFi carriers combined took a 32% share of the Millennial network in August, making them cumulatively the top carrier by a wide margin. Verizon followed a distant second with 18% share. Other top carriers included Sprint-Nextel (14%), and T-Mobile and AT&T (8% each).

Fifty-nine percent of all WiFi devices running on the Millennial network in August were smartphones. Another 34% were connected devices and 7% were feature phones.

Other Findings

  • Smartphones and connected devices combined have produced a total of 86% of all impressions on the Millennial mobile network so far in 2011, up 31% from a combined 67% in 2010.
  • 63% of all mobile devices on the Millennial network were touchscreen interface in August, followed by touch/QWERTY (16%).
  • Apple was the number one manufacturer on the Millennial network in August, providing about 15% of all devices.
  • The Apple iPhone was the number one mobile phone on the Millennial network in August, with roughly 13% share. The next three mobile phones by network share were all Android devices.
  • Games were the top mobile application category in both August 2010 and August 2011.

Smartphones Boom from Aug. ’10

Looking at figures in the August 2010 Mobile Mix [also available on Millennial site], it becomes apparent that smartphone popularity has boomed in the past year. At that time, 51% of mobile device impressions on the Millennial network were from smartphones and 33% from feature phones. Year-over-year, smartphones have gained 41% market share while feature phones have lost 57%. Connected devices have stayed close to flat, with 16% share in August 2010.

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