Millennial: Android down to 54% ad share when all iOS counts
updated 08:10 am EDT, Fri September 23, 2011
Millennial August 2011 finds iOS more level
New Millennial Media data has shown that Android's actual share of mobile ad traffic is considerably lower when considering every iOS device. While it had 61 percent among phones in July, Android dropped to 54 percent this past August when both sides could count non-phone devices, such as the iPad, iPod touch, and Android tablets. Apple gained a third more ad share and jumped back to 28 percent as a consequence.
A change in methodology also shifted the device mix and showed combined share for all of the smartphones in a given device family, not just by the individual model. In this view, Apple's absolute share dropped to just over 13 percent, but still gave twice as much as the next-best LG Optimus family.
Among individual manufacturers, Apple was still down in a more absolute sense to 23.2 percent, mostly out of a rush of HTC phones that took it from 11 percent to 16.3 percent in just a month's time. Some of that was at Samsung's expense as the Galaxy range dropped down almost five points to not quite 14.6 percent.
App development and carrier mixes were largely static, with Android having a slight edge on development and Verizon the largest carrier.
The rundown still gave Google the majority of traffic but underscored its heavy dependence on smartphones. Android tablets are still expected to stay in the minority for years, and Android has little presence in MP3 players. Millennial's data isn't a one-for-one reflection of device market share and may leave out those who have never downloaded an app or visited a mobile site with one of Millenial's ads.
