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52pc of mobile ad impressions come from Android: study

Even though more than half of total mobile advertising impressions come from Android devices, the operating system is still fragmented, according to a new report from Millennial Media.

Millennial?s latest Mobile Mix report looks at advertising trends that the company saw across its platform in the third quarter. Although Android claims the majority of impressions, Apple was the leading manufacturer on Millennial?s platform.

?Apple was the leading individual manufacturer on our platform, but the majority of impressions came on the Android operating system,? said Marcus Startzel, general manager of North America at Millennial Media, Baltimore.

?With such a strong, multi-platform ecosystem, we?re seeing advertisers focus less on what individual device or operating system their ads are running on, and more on what audience they are reaching.?

Device breakdown
According to Millennial?s report, Apple claimed 34 percent the total impressions during the third quarter of 2012.

Interestingly, the release of iOS6 led to a 1,200 percent increase in impressions compared to last year?s release of iOS5. This shows the growth of the iOS operating system in the past year.

Samsung was the second-largest manufacturer, with 24 percent of impressions. Eight Samsung devices cracked the top twenty devices on Millennial?s platform.

Fifteen of the top twenty devices on the company?s platform were Androids.

HTC, Research in Motion and Motorola rounded out the top five manufacturers.

Tablet growth
Seventy-five percent of impressions on Millennial?s platform came from smartphones.

Non-phone connected devices, which includes tablets and ereaders, made up 20 percent of impressions.

Although the portion from tablets and ereaders is smaller, the devices have increased six percent points year-over-year.

The top tablet in terms of impressions to Millennial?s platform during the third quarter was Apple?s iPad, followed by Samsung?s Galaxy Tab.

Amazon?s Kindle Fire, Acer?s Iconia and Motorola?s Xoom complete the list of top five tablets.

Only five percent of impressions came from feature phones. In in the third quarter of 2011, feature phone impressions made up 14 percent of impressions, showing the growth in the smartphone, tablet and ereader space in the past year.

When it comes to the types of apps that consumers are accessing, games were the No. 1 category.

Other popular categories include music and entertainment, social media and communication ? such as video calling or SMS services ? apps.

Impressions from election-related apps grew 32 percent leading up to this month?s presidential election, pointing to how consumers turned to their mobile devices for information about the campaign and candidates.

?Non-phone connected devices, such as tablets and e-readers, now make up 20 percent of the total impressions on our platform, which is an increase of six percentage points year-over-year,? Mr. Startzel said.

?Consumers have shown that they are eager to engage with content on these devices, and there is a tremendous opportunity for advertisers to leverage the larger canvas and provide an immersive, interactive experience,? he said.

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