Millennial: Android Grabs 53 Percent Of Ad Impressions In Q2; iOS Takes 27 Percent Share

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Daily Crunch: Mouse And Rat

The largest remaining independent mobile ad network Millennial Media has released its 50th report today, and to commemorate this, revealed a number of statistics comparing the growth of manufacturers and OS over the past few years.

For example, in March 2010 iOS had 70 percent of mobile ad impression share on Millennial’s network compared to Android’s 6 percent at the time. Fast forward over a year, and in June 2011, Android had over taken iOS, with 54 percent of ad impression share, with iOS taking 26 percent. RIM pretty much had the same share (14 percent in 2010 vs. 15 percent in 2011) over the time period.

Smartphone share also increased, from 45 percent in March 2010, to 65 percent in June 2011. Feature phones, on the other hand, decreased from 34 percent share in 2010 to 17 percent in 2011.

Another stat worth noting from the report—60 percent of the devices on the Millennial network use a touch screen as the input device whereas only 27% of the devices were touch screen in 2009.

While Android is growing like gangbusters, Apple saw the biggest increase in terms of manufacturers on Millennial’s network. Since 2009, Apple has increased their market share as top manufacturer by almost 20 percentage points (going from 11 percent to 30 percent). Samsung was previously the top manufacturer.

Millennial also took a look at growth on the network in the second quarter of 2011. In Q2 of 2011, Smartphones grew 8 percent quarter-over-quarter and led the Smartphone, Feature Phone & Connected Device mix with 67 percent of impressions. Connected Devices experienced a 13 percent growth quarter-over-quarter and accounted for 17 percent of the Smartphone, Feature Phone & Connected Device mix in Q2.

Android maintained its position as the leading Smartphone OS Impression Mix on Millennial’s network in Q2, with 53% of impressions. iOS actually grew 4% quarter-over-quarter and represented 27% of the Smartphone OS Impression Mix in Q2. This could jump significantly if the iPhone 5 is released in the coming year.