Leading mobile ad network Millennial Media today released ist Q3 Mobile Mix report, and it would appear that Apple has kept its lead as top manufacturer on the platform, with the top device being the iPhone. However, Apple didn’t see a drastic spike in mobile ad impressions with the release of the iPhone 5, as was expected.
Apple accounted for 31.45 percent of overall device impressions, up from 31.38% in Q2, and the iPhone the number one device on the platform with 16.04 percent of impressions, up from 15.84 last quarter.
Samsung took the second place going from 21.9 percent in Q2 to 24.5 percent this quarter, showing steady growth. The Galaxy S line overtook the BlackBerry Curve to nab second place behind the iPhone, with 4.9 percent of overall impressions.
Despite the iPhone 5’s failure to spike impressions, Apple has maintained its lead over Samsung in the hardware realm, but the story of software is very different. Google’s Android operating system accounted for 52 percent of total impressions (vs. 46 percent in Q2), as opposed to Apple’s 34 percent piece of the pie.
In related news, more impressions are coming from non-phone connected devices like tablets and ereaders, with 20 percent of all impressions coming from the like, up 6 percentage points from the same time last year.
iOS 6 did generate 1200 percent greater volume of impressions than was the case with the launch of iOS 5, but that hasn’t stopped the steady growth of Android as it chips away at once-dominant platforms like RIM’s BlackBerry OS.