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Connected devices accelerate mobile platform: study

Connected devices have grown 190 percent in the last year, and the market has shown an extraordinary appetite for advertising on these platforms, per a study by Millennial Media.

According to the report, iPad impressions have grown 29 percent. Additionally, 70 percent of impressions were from MP3 players or mobile gaming devices while tablets made up 29 percent and ereeders accounted for one percent.

Windows Phone 7?s impressions grew 92 percent month-by-month.

?For the first time, we decided to break out individual connected devices by category,? said Mack Mckelvey, senior vice president of marketing at Millennial Media, Baltimore, MD.

?All three categories are growing though, and in the last month, we saw the iPad in particularly grow,? she said.

Millennial Media is a leading independent mobile ad network. The data is from impressions running across its networks.

Connected manufacturers
In May, Apple ranked as the leading device manufacturer and represented 30 percent of network share.

?For the twentieth straight month, the iPhone was the number one phone on our list of the top mobile devices,? Ms. Mckelvey said.

?The iPhone has clearly shown staying power with consumers, and we envision continued success for future generations of the device,? she said.

Samsung came in as the number two device manufacturer in May.

The Samsung Freeform made the cut in the top twenty mobile phones as the only feature phone on the list.

Smartphone trends
In May, music and entertainment apps grew 14 percent, making it the number one spot for mobile app categories.

Feature phones experienced a six percent month-over-month increase and made up 17 percent of the device OS mix.

For the sixth consecutive time, Android maintained its position as the leading Smartphone OS on Millennial?s network with 53 percent of the Smartphone OS Mix impression share in May.

?When looking at revenue driven by apps, iOS and Android were very close this month, with 45 percent for iOS and 43 percent for Android,? Ms. McKelvey said.

?Consumers on both platforms have shown a comfort level with the respective app marketplaces and developers are often placing apps in both OS?s as they try to maximize their consumer reach,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York