Apple's iPhone dominates mobile ad impressions in Q1

Apple's iPhone is, by far, the most dominant device in the mobile ad market, according to new data from Millennial Media's Mobile Mix report.

The iPhone accounted for 15 percent of all mobile phone impressions hitting Millennial Media's ad network during the first quarter. RIM's BlackBerry Curve and Motorola's Droid Razr trailed far behind with 4.4 percent and 4 percent of all impressions, respectively. The Samsung Droid Charge and the BlackBerry Torch rounded out the top five with 3.4 percent and 2.9 percent, respectively.

Millennial Media's data is taken from the company's mobile advertising and data platform. According to the firm, its data is collected from "tens of billions of monthly ad requests." The company tallied 300 million monthly unique users during the first quarter, and had over 7,000 devices hit its network. More than 10,000 campaigns are currently in action on its platform.
Apple's many products, including the iPad and iPhone, were hitting Millennial Media's network hard last quarter. In fact, Apple's mobile lineup accounted for 28.3 percent of all ad impressions last quarter. The company's chief rival, Samsung, came in second place with 18.25 percent market share. HTC and Motorola trailed far behind with 11.3 percent and 10.6 percent of all impressions, respectively.


Despite Apple's obvious lead in the first quarter, the company's iOS platform can't quite keep up to Google's Android. According to Millennial Media, 49 percent of all impressions came from Android-based devices last quarter, compared with 33 percent for iOS. RIM's BlackBerry operating system came in third place with 14 percent of all impressions.

"In the past year, Android has steadily increased their market share, currently accounting for 15 of the Top 20 Mobile Phones in Q1 2012, up from 10 devices in the Top 20 ranking a year ago," Millennial Media wrote today in its report. "Android has gained market share in the tablet marketplace as well, growing from having no tablets on the top mobile device list to having two tablets -- the Samsung Galaxy Tab and the Amazon Kindle Fire -- ranking in the top 20 devices on our platform in Q1."

Millennial Media also forecast tablet shipment growth over the coming years. The company predicts that 106 million tablets will hit store shelves worldwide this year, and 198 million by 2016.

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