updated 09:05 am EDT, Thu April 14, 2011
Millennial shows iOS regaining ground on Android
Millennial Media in its report for March mobile ad share showed Apple bouncing back in mobile ad share. The Verizon iPhone was credited with an 11 percent spike in iOS ad hits just over the past month. While Android still had the leading share specific to smartphones at 48 percent to the iPhone's 31 percent, Apple's ad impressions were now growing faster as well, at 29 percent month-to-month versus 23 percent.
Verizon's iPhone also played a role in cementing Apple's lead as the top device maker. It had 32.08 percent of the ad traffic by manufacturer, a 14 percent improvement from February. The iPhone as an individual device also shot up 17 percent to claim 19.42 percent. About 14 of the top 20 devices were Android models, but RIM's BlackBerry Curve had unusually fought back to get second spot with a much smaller 5.37 percent.
RIM saw an unusual 29 percent boost in smartphone share to claim 18 percent, credited mostly to the BlackBerry Torch. Its overall impression growth was much lower than peers, at 14 percent.
Apple's platform was still the top place to generate revenue at 47 percent of the cash from ad results where Android was at 36 percent. BlackBerry developers made up just seven percent of the revenue.
Verizon's thriving on Android gave it the largest carrier share at 19 percent versus AT&T's 11 percent. Games remained the top category for individual app types running ads, and touchscreen devices were the unambiguous leaders at 59 percent of traffic.
The resurgence doesn't represent hardware market share but can indicate trends in real device sales, which Millennial thought would come into play in the near future. Apple's iPad 2 launch and other tablets like the BlackBerry PlayBook meant that the smartphone mix would reflect the actual OS share less and less as non-phone devices gained greater importance.