Millennial Media?s Mobile Mix report underscores the need for advertisers to consider devices beyond phones when planning their mobile buys.

The top devices on Millennial's network included the iPod Touch and gaming devices such as the Sony PSP and Nintendo Wii. The audiences of gaming and media-consumption devices are substantial and these are consumers browsing the mobile Web today. 
 
?Connected devices remained steady at about 20 percent of impressions on our network month-over-month,? said Mack McKelvey, senior vice president of marketing at Millennial Media, Baltimore, MD. ?RIM now has five BlackBerry devices in our Top 20 mobile phone list, and their impressions continue to grow at a steady pace.

?Android grew dramatically again in April and since January, the Android OS has grown nearly 300 percent on our network.?

RIM remained the second largest operating system on Millennial Media?s network for the ninth consecutive month with a 3 percent increase month-over-month and a 17 percent share of impressions.

Although the Apple OS had a month-over-month decrease of 8 percent, it still remained the leading OS on Millennial's network in April with 62 percent share of smartphone impressions.

Android smartphone manufacturer HTC entered the top five this month for the first time and represented the largest increase within the Top 15 Manufacturers in April with a 2.5 percent impression share increase month-over-month.

The Touch and QWERTY category experienced the largest amount of growth within the Device Input
Mix and represented approximately 8 percent of the Millennial network?s impressions in April.

All Android devices, including the MyTouch (Magic), HTC G1 (Dream), G2 Touch (Hero), experienced month-over-month increases in impression shares.

The Nexus One entered into the Top 20 Mobile Phones for the first time at No. 4 in April. This Android smartphone represented 2.93 percent of Millennial?s U.S. impressions.

The BlackBerry Bold 2 represented the fifth RIM device to enter the Top 20 in April with just under 1 percent share of U.S. impressions.

Five RIM devices now represent more than 10 percent impression share of the Top 20 Mobile Phones.

U.S. carriers outside of the Top Six category experienced a 6 percent increase in April. This category includes Cricket Communications and Boost Mobile, representing a 5.2 percent and a .78 percent impression share for the month, respectively.

?Samsung devices ruled the feature phone category, with four of the top five feature phones; while the Motorola Clutch i465 rounded out the top five,? Ms. McKelvey said. ? In the smartphone category, the iPhone led, but it was followed by the BlackBerry Curve, NexusOne, BlackBerry Storm and the MyTouch.

?A device heavily marketed to and used by women, the Palm Pixi, moved up several slots last month as well, indicating an opportunity for marketers to reach an engaged female audience on this mobile phone,? she said. ?We publish the Mobile Mix to give a view of device and OS traffic on a monthly basis, to augment reports of device sales and forecasts.

?This data is meant to show advertisers that mobile consumers can be reached on myriad phones and devices in unique and engaging ways.?