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Study shows 2012 Apple lead down slightly on phones, tablets

updated 11:54 am EST, Fri February 22, 2013

Android tablets reach 41 percent of ad impressions

Apple's dominance in the mobile industry became less pronounced in 2012, according to tracking data compiled by mobile ad network Millennial Media. Millennial notes, for instance, that while the iPhone continued to generate the most ad impressions amongst phones, growing 72 percent year-over-year to a 15.59 percent share, Samsung's Galaxy S series grew 182 percent to hit a 4.24 percent share, pushing BlackBerry Curve phones down to third place at 3.91 percent.

Apple and Samsung remained the top two manufacturers on Millennial's network as a whole, both of them having seen impressions rise by about 5 percent. Significantly, the iPad accounted for 58 percent of tablet impressions, next to 41 percent for the combined pool of Android tablets. Samsung's Galaxy Tab series was the most prominent in the latter category, followed by the Amazon Kindle Fire, Acer Iconia, and Motorola Xoom.

Smartphones, though, accounted for 75 percent of overall impressions, up from 68 percent in 2011. Non-phone devices -- including not just tablets, but devices like e-readers -- were just 20 percent, that figure representing an increase from 15 percent in 2011.

By Electronista Staff


  1. bonaccij

    Fresh-Faced Recruit

    Joined: 06-19-03


    Does it really matter anymore? Who cares? Give us news! Marketshare is up, marketshare is down... sooooo boooooring....

    It is every company's goal to make money. Whether or not Apple has more marketshare is so irrelevant anymore. They are making buckets full of money. Can't we really find anything else to report on?

  1. Bobfozz

    Fresh-Faced Recruit

    Joined: 07-28-08


    your comment

  1. technomaster

    Fresh-Faced Recruit

    Joined: 10-22-03

    Poor Article

    There isn't one thing in this article that substantiates the headline!

    All they state is that Apple grew 72% (to 15%), while Samsung grew FASTER, but up to only 4.2%. It doesn't explicitly point to shrinking lead...

  1. Wingsy

    Fresh-Faced Recruit

    Joined: 04-14-05

    Another Way of Putting It

    Android's ad impressions grew from 1.5% to 4.24%, or by 2.7%.
    Apple's grew from 9.06% to 15.59%, or by 6.5%.

    Now, who's growing faster in real numbers?

    If company XYZ phone's ad impressions grew from 100 impressions to 500 impressions, this article should headline that they grew by 400%. See how that works?

  1. blahblahbber


    Joined: 02-01-05

    Finally, old news...

    ... coming in as new or current news. crApple lost, and is continuing to lose. Wait, do I hear something?? Is that, that?... oh yeah, hear come some crApple fans with their high hopes and post their outdated comments while they hold on to their stock and pray. haha

  1. blahblahbber


    Joined: 02-01-05

    make note...

    sorry for the run-on

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