Tablet Impressions Growing Quicker Than Smartphones

May 16, 2013

This article is included in these additional categories:

Connected Device Comparisons | Digital | Mobile Phone | Telecom

MillennialMedia-Mobile-Connected-Device-Mix-Q12013-May2013The volume of smartphone impressions on the Millennial Media platform is increasing, but not as quickly as impressions from non-phone connected devices, represented primarily by tablets, according to [download page] Millennial Media’s latest Mobile Mix report. In Q1, the company reports that non-phone connected devices accounted for 25% of total platform impressions, up from 20% a year earlier. That 5% point gain came entirely at the expense of smartphones, which dropped from 75% to 70% share of impressions. Feature phones, somewhat surprisingly, kept steady at 5%.

The company notes that the drop in share of impressions represented by smartphones doesn’t mean that volume of impressions are down. Still, the increasing share of total impressions accounted for by non-phone connected devices (up from 14% share in Q3 2011) underscores just how rapidly they are being adopted.

Looking at operating systems, 52% of impressions on the Millennial Media network were made by devices running the Android OS in Q1 2013, unchanged from Q3 2012, but up from 49% in Q1 2012. The share held by iOS devices stood at 39% in Q1 2013, up from 33% a year earlier. BlackBerry’s share tumbled, halving from 14% in Q1 2012 to 7% in Q1 2013.

Predictably, iOS fared better when limiting the analysis to tablets, holding 54% share of impressions versus Android’s 45%. Still, impressions from Android tablet devices are soaring, up 96% year-over-year.

Other Findings:

  • Apple devices represented 37% of the impression share in Q1, continuing to lead all manufacturers, and up from 31% share in Q3 2012. Samsung followed at 27% share, up from 24% in Q3. BlackBerry was in third at 6.5%.
  • The Apple iPhone was the top mobile phone by impression share in Q1 (20.4%), followed by the Samsung Galaxy S (8.7%).
  • Games led all mobile application categories in Q1, as they have for several quarters now. Music and entertainment, communications, mobile social media, and productivity and tools rounded out the top 5 categories.
  • 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. The Amazon Kindle Fire represented 26% of Android tablet impressions in Q1.
  • iOS 5 and iOS 6 both experienced rapid adoption on the platform during their first month, though iOS 6 impression volume was far higher.
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