Not only did impressions from Apple?s iPhone grow quarter-over-quarter, the manufacturer also raked in more than one-third of Millennial Media?s market share during the first-quarter of 2013, according to a new report.

Millennial Media?s Q3 Mobile Mix report found that smartphone impressions from both iPhone and Android devices are growing. Additionally, new device are chipping into the tablet market.

?In the last year, we?ve seen both iOS and Android increase their market share on our platform, and this is a reflection of advertisers? desire to have a cross-platform solution,? said Mollie Spliman, executive vice president of global sales and marketing at Millennial Media, Baltimore.

?What device they are reaching people on is beginning to matter less, and the focus has shifted to the consumer, and making sure the campaign is reaching the right audience,? she said.

Mobile growth
Samsung ranked as the No. 2 manufacturer on Millennial?s network during the third-quarter of 2013. Impressions from Samsung devices grew 19 percent quarter-over-quarter.

BlackBerry came in at No. 3, followed by HTC and LG.

Additionally, Amazon placed in the top ten manufacturers, claiming the No. 7 spot. Impressions from Amazon devices grew 125 percent quarter-over-quarter.

The device mix is split with 70 percent of impressions coming from smartphones, 25 percent coming from non-phone connected devices and the remaining 5 percent coming from feature phones.

From an operating system perspective, Apple represented 39 percent of overall impressions, which is up from 33 percent a year earlier.

Additionally, Android gained steam to control 52 percent of the operating system mix, which is up from 49 percent one year before.

When it comes to mobile phones, Apple?s iPhone and Samsung?s Galaxy S collected the most market share.

The iPhone generated roughly 20 percent of impressions, and the Galaxy S brought in approximately 11 percent of impressions.

Other popular mobile devices on Millennials?s platform include BlackBerry?s Curve, LG?s Optimus and Samsung?s Galaxy Note.

Per the report, the top application categories for Millennial are games, music and entertainment and communication apps.

Social media, productivity and tools and news are also popular.

Tablet ecosystem
For tablets, Apple?s iPad, Samsung?s Galaxy Tab, Amazon?s Kindle Fire, Google?s Nexus Tablet and Asus? Transformer Pad were the top five devices on the company?s network.

The iPad controlled 54 percent of the tablet operating system mix, and Samsung had 45 percent of the market share.

The report points to the growth in Android tablets in the past year.

In fact, impressions from Android tablets grew by 96 percent year-over-year.

Impressions from Google?s Nexus specifically grew 126 percent quarter-over-quarter and represented 7 percent of tablet impressions.

?Tablets have carved out an important role in the digital advertising landscape, and we?re seeing tablets and other non-phone connected devices increasingly grow on our platform,? Ms. Spliman said.

?Over the last year, these devices went from making up 20 percent of all impressions on our platform to 25 percent, and we?re continuing to see strong interest from advertisers in connecting with consumers while they are engaging on their tablets.? 

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York