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Survey: Android ties iOS in smartphone ad share

updated 08:25 pm EST, Thu November 18, 2010

iPad, Android experiencing rapid growth

Millennial Media, a global mobile advertising network, has issued a study showing that for the first time, the combined Android share of the market has tied with iOS devices at 37 percent of network requests (ad clicks) on Millennial's network. Research In Motion (RIM)'s Blackberries had a 20 percent share, leaving all other mobile OSes to divvy up the remaining six percent.

While Apple devices still dominate the mobile market by brand, the combined phones running Android have caught up to Apple's early lead, with Android presence having grown over 2000 percent since January, compared to iOS devices which grew 32 percent in the same period.

The October "Mobile Mix" survey presents a global snapshot of device, carrier and OS statistics garnered through response to Millennial's advertising network. The picture the latest report paints is of a three-way race in mobile phone and non-computer mobile hardware manufacturing between Apple, Motorola and RIM.

Apple's early dominance continues in terms of devices, with the combined iOS devices accounting for a 25 percent share of impressions, with Samsung and Motorola in the second and third positions at 17 and 15 percent respectively. The survey does include "non-phone connected mobile devices" (meaning those that primarily access Wi-Fi, like the iPod Touch or the PlayStation Portable) as well as cellular-data devices in its survey. Millennial does not include laptops or netbooks in its results.

Foreign use of mobile devices is increasing around 20 percent faster than in the US, where growth in the mobile market is rated at about seven percent. The hottest growth rate among "primarily wi-fi" devices was the iPad, with 112 percent month-over-month. The survey also found that touchscreen devices have decimated the market for keyboard phones; 75 percent of mobile devices use either just touchscreens (48 percent) or a combination of touch and qwerty keyboards (27 percent).

Among carriers, Verizon was found to be the most popular US network, matching the generic "Wi-Fi" category at 19% of impressions. Spring and T-Mobile followed behind, with AT&T having only a nine percent share.

By Electronista Staff
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  1. samirsshah

    Fresh-Faced Recruit

    Joined: Oct 2010


    Three Apple devices in top ten,

    touch rules.

  1. Durandalus

    Fresh-Faced Recruit

    Joined: Jan 2001


    Free Apps

    Simple answer: most Android apps are free and ad supported because noone is willing to pay for them.

  1. cruzmandesign

    Fresh-Faced Recruit

    Joined: Aug 2009


    Who clicks on ads?

    A survey based on ad clicks is not too convincing.

  1. c4rlob

    Fresh-Faced Recruit

    Joined: May 2009


    Bad news for Android platform

    As with every other iOS versus Android measurement...
    If your competition needs multiple products on multiple carriers just to match your one - then that's good news for you and bad news for your competition.

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