Smartphone Share of Device Impressions Jumps Y-O-Y

October 27, 2011

smartfeatconnectdeviceimpressionshare.jpgSmartphones accounted for 72% of all connected device impressions on the Millennial Media mobile network, according to [download page] the September 2011 Millennial Media Mobile Mix. This remains unchanged from August 2011, but represents 7% quarter-over-quarter and 37% year-over-year growth.

Meanwhile, feature phones and connected devices each accounted for 14% of September impressions, also unchanged from August, when that figure had fallen 12.5% from the 16% share both held in July. Looking at operating system, 56% of impressions on the Millennial network were made by devices running the Android OS, a slight rise from August’s 54%. 28% ran the Apple iOS, while RIM accounted for 13% share of impressions, both unchanged from August.

WiFi Remains Dominant Carrier Mix

carriermix-wifidevicemix.jpgAll WiFi carriers combined earned a 32% share of the Millennial network in September, easily retaining their cumulative top carrier ranking. Verizon followed in second with 18% share, with Sprint-Nextel the only other carrier to achieve a double-digit share (14%). Other top carriers included T-Mobile and AT&T (8% each).

Fifty-nine percent of all WiFi devices running on the Millennial network in September were smartphones, unchanged from August, but representing a 23% increase quarter-over-quarter. Another 38% were connected devices, up from 34% in August. Feature phones accounted for just 3% of WiFi impressions, falling from 7% in August.

Other Findings

  • Apple was the number one manufacturer on the Millennial network in September, providing about 23% of all devices, up significantly from about 15% in August.
  • The Apple iPhone was the number one mobile phone on the Millennial network in August, with roughly 12.55% share. Four of the next five mobile phones by network share were all Android devices, although? Blackberry Curve took the number three ranking this month, with 4.7% share.
  • 65% of all mobile devices on the Millennial network were touchscreen interface in Q3 2011, followed by touch/QWERTY (15%).
  • Games have been the number one application category for over a year. They continue to grow, representing 34% of the application impressions, a 26% increase quarter-over-quarter.

iPad Impressions Explode from Sep. ’10

iPad impressions have catapulted 456% year-over-year, according to Millennial Media’s report. Other iOS statistics highlighted are also impressive: as a whole iOS impressions rose 60% year-on-year, including 37% growth for iPod Touch.

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