Mobile advertising company Millennial Media, one of the biggest in the U.S., has released its quarterly ad impression report, and the results show that Apple continues to remain the single-biggest brand, and most popular phone maker, on the Millennial ad network — with the rest of the list largely dominated by Android.
Apple has a clear lead in the field of device makers based on brand: the popularity of Apple’s iPhone handsets, iPad tablets and iPod music players gave the company a share of 28.32 percent of all devices on the network, with its closest competitor, Samsung, picking up a share of 18.25 percent of the overall market impressions. Millennial also notes that non-phone devices are continuing to see a growing impact on the overall mix.
RIM slipped down to number-five in the list of top manufacturers, and with 10.16 percent of all devices, and Nokia, once the leading vendor of mobile handsets, is now down to 10th position, with a 0.91 percent share of mobile devices.
When considering individual handset models, you can really see the strength of Apple’s strong portfolio essentially built around one device. Apple only had the iPhone (unspecified which precise model; perhaps all three) in the top-20, but usage of iPhones was enough to give it 15.1 percent of the whole market. The next-closest competitor was BlackBerry Curve with a 4.44 percent share of the market.
In contrast to Apple, other handset makers are still relying on several handset models, which all do moderately well, so that in aggregate they are gaining better market share. For example, RIM has five handsets in the top-20, the biggest number. Together that accounted for only 12 percent of impressions. Samsung had four handsets, which together made eight percent of impressions. HTC also had four models in top-20, with Motorola listing three.
Although the usage of tablets is really taking off — Millennial notes that is up by 33 percent over last year, with iPad very much in the lead — smartphones are still accounting for the vast majority of traffic. Collectively, they account for 73 percent of all ad impression traffic, versus 62 percent the year before. Traffic from tablets and other non-smartphone devices went up as well, t0 20 percent from 15 percent, while feature phones are really in decline. Lower end devices not account for only seven percent of ad impression traffic, compared to 23 percent a year ago.
When it comes to platforms, although Apple leads in terms of single brand, the sheer aggregation of Android device makers continues to push Google’s OS into the lead. Android now has 49 percent of all impressions, with iOS at 33 percent. Millennial notes that Android overtook iOS as the dominant platform in 2011. BlackBerry is at 14 percent to round out the top three.
In terms of popular apps, Millennial says that games were the most popular category, and it grew by 10 percent over last year. Music and entertainment took the number-two position. The full rankings for popular app categories are below: