January 14, 2011
Mack McKelvey
In December, Android surpassed iOS as the largest smartphone operating system on the Millennial Media network, with an 8 percent increase month-over-month and 46 percent impression share.
Globally, Android grew nearly 3,200 percent in 2010 on Millennial’s network, beginning from a relatively modest base. Research In Motion grew 224 percent in 2010. It is important to note that RIM had a significant embedded base already in 2010.
“In December, for the first time, Android surpassed iOS in overall share of smartphone impressions on our network,” said Mack McKelvey, senior vice president of marketing at Millennial, Baltimore. “This may lead some to speculate that Android is winning.
“The truth is that no one platform is winning—each is extremely important in the mobile ecosystem,” she said. “Device manufacturers and wireless carriers have aggressively developed and marketed devices that resonate with different consumers for different reasons.”
Manufacturers
Samsung maintained the No. 2 position in the top 15 manufacturers for the third consecutive month.
The Samsung Code entered the top 30 mobile devices for the first time in December and is the only Windows device in the top 30 mobile device ranking.
HTC claimed the No. 3 position in the top 15 manufacturers, with a 9 percent growth month-over-month.
There is a direct correlation with this increase and HTC having nine, the highest number of devices, in Millennial’s top 30 mobile device ranking, including the debut of four new devices on the ad network: HTC Nexus one, HTC Evo, HTC Droid Incredible and the HTC Desire.
Touchscreen devices grew 10 percent month-over-month, with approximately 57 percent share of impressions in the December Device Input Mix. This growth can be attributed to the increased penetration of smartphones with this input method.
App impressions
Travel and vacation application impressions doubled quarter-over-quarter.
Applications in this category have evolved to bring online capabilities such as reservations, check-in, boarding passes and travel updates to the mobile platform.
The double-digit quarterly growth shows that mobile consumers found value in staying connected through their mobile devices as they traveled during the holiday season.
Music and entertainment applications maintained the No. 3 position quarter-over-quarter with 22 percent of the impression share.
Television applications are the fastest growing sub-category with 259 percent growth in impression share quarter-over-quarter.
“We are often asked how representative Millennial Media’s data is of the overall mobile advertising industry,” Ms. McKelvey said. “We are the largest, cross-platform mobile ad network in the United States according to IDC.
“Our network data is compiled from more than 20 billion monthly impressions across more than 5,500 devices, more than 7,000 sites and applications, on all mobile operating systems and all mobile carriers each month,” she said.
Final take
Millennial Media's recent video on YouTube
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