Tablets now account for 20% of mobile ad impressions

Tablets now account for 20% of mobile ad impressions:

Millennial Media on Thursday released a new report outlining estimates first-quarter market share across mobile devices and operating systems. The mobile advertising company found that tablets — the top being Apple’s iPad, Samsung’s Galaxy Tab and Amazon’s Kindle Fire — accounted for 20% of all ad impressions during the first quarter of 2012, an increase from 15% in the first quarter of 2011. “Tablets and other non-phone connected devices have established a clear role in the growing mobile ecosystem,” said Jamie Fellows, SVP, Product, Millennial Media. “The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future.” The report also found that 14 of the top 20 mobile phones ran Google’s Android operating system, which was installed on 49% of all devices. Apple’s iPhone was the top handset, helping the Cupertino-based company to edge out Samsung, which had four of the top 20 mobile phones, as the top manufacturer. Millennial Media’s press release and two additional tables follow below.

Millennial Media Releases Q1 Mobile Mix Report
Report Shows Significant Growth in Ad Impressions Among Tablets and Non-Phone Connected Devices


BALTIMORE–(BUSINESS WIRE)–Millennial Media, Inc. (NYSE: MM), the independent leader in mobile advertising, today released its Q1 Mobile Mix report, the latest edition of its reliable and widely-sourced report on trends in impressions for mobile devices and mobile operating systems.
The Q1 Mobile Mix report takes an in-depth look at the mobile device advertising landscape, including the top 20 mobile phones, top 10 mobile device manufacturers, leading mobile device operating systems and top mobile app categories ranked by impressions.
The report found that non-phone mobile devices, such as tablets, accounted for 20 percent of all impressions on the Millennial Media platform during the first quarter of 2012, compared to 15 percent in Q1 of 2011.
The report also found that Android remained the top overall operating system on the Millennial Media platform in Q1 2012, with a 49 percent share of impressions, and Apple remained the leading individual mobile device manufacturer.
Other highlights from the Q1 Mobile Mix report include (ranked by impressions on the Millennial Media platform during the quarter):

• The Apple iPad, Samsung Galaxy Tab and Amazon Kindle Fire were the top tablets in Q1, and all three were among the top 20 mobile devices.
• The Apple iPhone remained the leading individual mobile phone.
• Android made up 14 of the top 20 mobile phones.
• Samsung was the second leading manufacturer and had 4 of the top 20 mobile phones.
• Gaming was the top mobile app category and grew 10 percent compared to Q4 2011.
• Mobile video views increased 958 percent from Q2 2011 to Q1 2012.

“Tablets and other non-phone connected devices have established a clear role in the growing mobile ecosystem,” said Jamie Fellows, SVP, Product, Millennial Media. “The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future.”