Millenial: Android, iPad use soaring in July
updated 09:10 am EDT, Wed August 18, 2010
Millenial sees Android and iPad jumping
Both Apple and Google saw surges in use last month but in very different ways, Millenial Media discovered in its latest study. Android moved up to the second largest mobile OS on Millenial's ad network and represented 19 percent of all traffic, but its rate of growth was the most dramatic. Its use grew 47 percent month-to-month in July alone and 690 percent since January.
Apple's growth rate was slower, as the iPhone 4 kick boosted it up a modest 24 percent in July and 15 percent since January. However, its larger share of nearly 35 percent in phones and 55 percent in devices kept it securely out in front. iPad growth was also extremely strong and more than tripled, growing by 327 percent just in the one month.
Android's presence grew through devices, as Motorola's original Droid is now the third most popular device in the US at five percent, behind the iPhone (24.3 percent) and BlackBerry Curve (6.7 percent). Google-based hardware makes up six of the top 20 devices, Millenial said. Nintendo claimed its first presence in the top ranks as the available browser on the DS boosted it to a small but noticeable 0.64 percent.
Developers still skew heavily in favor of Apple regardless of use. Regardless of which other platforms they write for, all developers attached to the ad network are supporting iOS. About 75 percent are committed to Android as their second platform, but less than half (46 percent) of developers support BlackBerry.
The demographics are likely to change significantly in the near future. It's unknown how much impact the launch of the iPhone 4 will have in the long term, but the discontinuation of the original Droid and the lower-key launches of the Droid X and Droid 2 could have an impact on how Android is reflected in the results. Millenial isn't a full representation of actual market share as it doesn't cover the whole network, but it can still indicate broader trends and is one of the largest truly independent ad networks after Google acquired AdMob.
