Smartphones accounted for 74% of all connected device impressions on the Millennial Media mobile network in Q2 2012, according to [download page] the network’s September Mobile Mix report. This represents 12% growth from 66% in Q2 2012, and comes at the expense of the share of ad impressions held by feature phones, which dropped from 17% to 7%. Other non-phone connected devices represented 19% of the connected device mix in Q2, up from 17% a year earlier.
Smartphones’ growing share of ad impressions on the Millennial Media network mirrors increased overall adoption of the devices in the US. Data from Nielsen released in September indicates that 55.5% of mobile subscribers in the US own a smartphone as of July 2012, a 35.4% increase from 41% in July 2011.
Android Share of Impressions Drops Q-O-Q
Looking at operating systems, 46% of impressions on the Millennial network were made by devices running the Android OS in Q2 2012, down from 49% in Q1. The share held by iOS devices increased by 1% point to 34%. The only other mobile OS with significant share of the Q2 2012 impressions total was BlackBerry, with 15%.
- Apple devices represented 31.4% of the impression share in Q2, up from 28.3% in Q1. Samsung followed at 22% share, up from 18.25%. RIM jumped from 5th to 3rd spot, rising from 10.2% to 13.5% share, and passing HTC (8.8%) and Motorola (7%).
- The Apple iPhone was the top mobile phone by impression share in Q2 (15.8%), followed by the BlackBerry Curve (5%). Both maintained their positions from Q1.
- Games led all mobile application categories in Q2, as in Q1. Entering the top 10 in Q2 were science and technology (#3), books and reference (#9) and automotive (#10). The report notes that impressions from the science and technology and books and reference app categories were 15 times higher in Q2 than in Q1.
- The top 3 tablets on the Millennial Media platform, ranked by share of impressions, were: Apple iPad; Samsung Galaxy Tab; and Amazon Kindle Fire. Each was ranked in the top 20 among all mobile devices.