Millennial Media recently released its Mobile Mix report for the first quarter of 2012. Among its findings is that Android claimed nearly half of the mobile device OS market, while the Apple iPad leads all tablets.
According to the report, Apple was the top device manufacturer in the first quarter, accounting for 28.32 percent of impressions on Millennial Media’s network. Samsung followed with 18.25 percent, while HTC had 11.30 percent, Motorola had 10.60 percent, Research In Motion had 10.16 percent, LG had 6.92 percent, HUAWEI had 2.19 percent, ZTE had 1.87 percent, Amazon had 1.52 percent and Nokia had 0.91 percent.
Apple’s iPhone was the top mobile phone in the first quarter, claiming 15.10 percent of impressions. The BlackBerry Curve followed with 4.44 percent, while the Motorola Droid RAZR had 4.00 percent. The Samsung Droid Charge was fourth with 3.43 percent, followed by the BlackBerry Torch with 2.86 percent, BlackBerry Bold with 2.84 percent, LG Optimus with 2.63 percent, HTC EVO with 1.97 percent, ZTE Score with 1.88 percent and HTC Desire with 1.87 percent.
According to Millennial Media, 73 percent of impressions from mobile devices came from smartphones, while 20 percent came from non-phone connected devices (which includes tablets) and 7 percent came from feature phones.
The 20 percent share of impressions from non-phone connected devices is up from 15 percent in the fourth quarter of 2011. This growth is largely attributed to the increased adoption and usage of tablet devices, according to Millennial Media.
Back in the first quarter of 2011, the splits were: 62 percent smartphones, 23 percent feature phones and 15 percent non-phone connected devices.
Android accounted for 49 percent of impressions in the first quarter, followed by iOS with 33 percent, BlackBerry OS with 14 percent, Windows with 3 percent and Symbian with 1 percent.
Gaming applications claimed the No. 1 spot in the list of the top mobile application categories, followed by music and entertainment, mobile social media, communications, productivity and tools, sports, news, personalization, weather, and health and fitness.
The top tablet on Millennial Media’s platform in the first quarter was the Apple iPad, followed by the Samsung Galaxy Tab, the Amazon Kindle Fire, the Motorola Xoom and the BlackBerry Playbook. The iPad, Galaxy Tab and Kindle Fire all ranked in the top 20 mobile devices.
Millennial Media also noted that mobile video views surged 958 percent from the second quarter of 2011 to the first quarter of 2012. To take advantage of the high eCPMs offered by interactive mobile video ads, developers should integrate the latest SDKs and integrate all types of ads, according to the report.
Apple and Samsung have yet to reach an agreement over their patent dispute. The two companies’ CEOs couldn’t agree on a settlement, as both sides are back in court to discuss proposed sanctions.
Sources:
http://www.millennialmedia.com/blog/2012/05/millennial-media-releases-q1-mobile-mix-report/
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