Report: Not much has changed in the growing smartphone market

Mike Schramm
M. Schramm|05.20.11

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Report: Not much has changed in the growing smartphone market

It's that time of the month again -- another report is out from Millenial Media about advertising on the smartphone platforms, with more conclusions about what the market's been up to lately. This month, the big news is... that there's not a lot of big news at all. Apple continues to sit on top of the manufacturers list, Android tops the list of operating systems, and the smartphone market continues to grow, increasing its impressions shares 6 percent month-over-month in the mobile device market as a whole. In fact, for the first time in the history of the report, the top 20 list of devices doesn't list any feature phones at all; it's all smartphones, all the way down.

Apple's own share continues to grow. Overall iOS impressions on Millenial's network have increased 47 percent since January, probably due to the release of the white iPhone 4 and the iPad 2. Across all of the advertising revenue collected, iOS accounted for 50 percent, a 6 percent growth month-over-month. This means that even though there are more Android users out there, iOS continues to be more profitable.

In general, this hasn't been a very surprising month in the smartphone advertising market. But all of the trends we've seen lately continue to develop in their various directions -- Android keeps getting more users, but Apple's still the one making most of the profits.

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