Android Devices Represent Outsized Portion of Mobile Gaming Impressions

February 1, 2013

MillennialMedia-Mobile-OS-Mix-Gaming-Q32012-Jan2013A new report from Millennial Media [download page] examines mobile gaming, the top app category on the network in Q3 2012. The study finds that 64% of mobile game impressions came from devices running the Android OS in Q3, while 30% came from iOS. Yet in Q3, Android devices accounted for a smaller 52% of the network’s overall OS mix and iOS devices 34%, suggesting that Android users are heavier mobile gamers than iOS users.

The Millennial Media study also looks at device mix, finding that non-phone connected devices (such as tablets) accounted for 23% of gaming application impressions, versus 20% of overall impressions on the network. Smartphones captured 74% of gaming impressions (vs. 75% of impressions overall), while feature phones accounted for just 3% of gaming impressions, likely due to their limited functionality.

Other Findings:

  • The games category is composed of a varied mix of applications. The leading sub-channel in Q3 belonged to arcade games (30%), followed by word games (26%) and puzzle games (19%).
  • Several different audience types engage with ads in mobile game apps, but those most likely to do so were movie buffs, mobile switchers, and insurance shoppers.
  • The top brand advertiser verticals in mobile game applications were: travel; entertainment; education; retail and restaurants; and finance.

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