mobile mix
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iOS gains ad share from Android in March, remains hottest app platform
Each month, Millenial Media issues its Mobile Mix report. It's full of stats on market share and advertising impressions by mobile device platform. The March report had some upbeat news for Apple in that mobile ad impressions on iOS devices jumped a surprising 11% over the previous month. What was the source of the big increase in impressions? It appeared to be the debut of the iPhone on Verizon's network. Android smartphones still lead iOS devices in terms of market share, with the bad robot now accounting for 48% of the market and Apple devices picking up 31%. Advertisers seem to be happier with iOS devices, since Apple's ad impressions are now growing at 29% month-to-month compared with 23% for Android. Apple's iOS platform generated 47% of total revenues from application sales, with Android falling behind at 36%. RIM's BlackBerry trailed well behind the pack at a paltry 7% of total revenues. Gaming apps led the way for all platforms with 37% of total app sales. The report also shows that touchscreen devices have definitely picked up the love of smartphone buyers, with touchscreen-only devices such as the iPhone making up 59% of the total. By comparison, devices with a full QWERTY keyboard (like the traditional RIM BlackBerry) now account for only 13% of the device mix. All of these numbers, which are based on Millenial Media's analysis of mobile advertising by device, point to thriving support for Apple's iOS platform. Next Wednesday's Apple Q2 2011 financial call should show similarly positive results. Be sure to join the TUAW staff next Wednesday at 5 PM EDT for live coverage of the quarterly call with financial analysts. [via Electronista]
Millienial Media report says Apple still top manufacturer and growing, travel apps busy last quarter
Millenial Media has released its final report of 2010 about advertising requests on its network, and Apple remains the king of mobile advertising on the network. For the last 15 months, Apple has been the top manufacturer, and ad requests on the network for Apple devices are still growing -- 12% from third to fourth quarter in 2010, and 14% over the entire year. iPad requests of ads specifically have jumped 280% in the last quarter. That doesn't mean Android is out of the running, however. Android beat out iOS in terms of impression shares, with a 46% network share as compared to iOS' 32% share. Android also took 55% of the revenue on the network, as opposed to 39% for Apple's devices. Verizon saw its share of impressions go up 2% in December, and it'll be interesting to see how that network's ad revenues grow with that new handset we've all heard so much about. Finally, Millenial says that ad requests on travel and vacation apps doubled in the last quarter of 2010, showing that users who were traveling and away from home still stayed connected to their mobile devices, using apps while on the road and on vacation. That's not too surprising since December is one of the busiest travel times of the year. What's interesting is how much travelers are depending on their smartphones for information and updates while out and about. This is a trend that will only increase next year as smartphones grow more and more ubiquitous. You can read the whole MobileMix report over here.
