A new report from Millenial Media, one of the world’s largest online ad networks, shows that Android boosted its share of mobile web usage to 51 percent this year, but that iOS usage is growing at a faster rate.
Android’s usage grew five points since Q2 last year, while iOS usage grew eight points to reach 42 percent. In tablets, the iPad held its lead, while the Android share was convincingly led by Samsung’s Galaxy Tab.
In the manufacturer league tables across all devices, Apple lead the way with 39 percent share, with Samsung taking second place at 26 percent.
Mobile advertising and data company Millennial Media is out with a new MobileMix report based on ad impressions across their network. The results are admittedly surprising considering Android’s seemingly unstoppable march: Google’s operating system did not grow in October compared to the summer period. All Android devices combined in October logged twice the ad requests of iOS gadgets, 56 percent versus 28 percent.
Both operating systems recorded same respective shares during the summer, although Android actually fell two percentage points in August before returning to its 56 percent share in October. As for the other players, Research In Motion’s BlackBerry OS did 13 percent ad requests while Symbian, Windows and Other each logged just one percent. In fact, the entire pie chart above is exactly the same as the summer 2011 chart. Also, relative data pitting Android vs. iOS echoes recent surveys by Nielsen and Gartner.
Of the top 15 device vendors, Samsung grew seven percent month-over-month and had six of the top 20 phones on the Millennial Media network. Interestingly, the Samsung Freeform, a feature phone, made the list of top 20 phones led by iPhone (it’s the first feature phone on their list since May 2011). Android devices represented 14 of the top 20 cell phones in October (15 devices in the summer period), with a combined impression share of 24 percent.
Apple remained the leading manufacturer on their platform and Android remained the top OS when combining Smartphone & Connected Device impressions. More surprising than that, nearly three-quarters of ad requests, or 71 percent, came from smartphones. The remaining 15 and 14 percent came from feature phones and connected devices. Other interesting takeaways right after the break…
If Google and Apple were to merge, their respective Android and iOS mobile software would seize well over three-quarters of the world’s platform share in smartphones, per latest Millennial Media’s “Mobile Mix” mobile device usage share report. Separately, Android and iOS held 54 percent and 28 percent share in August. Millennial now includes data from smartphones, tablets, e-readers and gaming devices so direct comparison to their smartphone-focused July study is meaningless.
Apple continued to be the leading device manufacturer on our network in August, representing 23% of the Top 15 Manufacturers impression share (Chart A). Apple iPhone maintained the number one position on the Top 20 Mobile Phones ranking with 13% of the impression share.
Nearly one-third of devices on all carriers used wireless hot spots. Verizon Wireless and Sprint had 18 and 14 percent carrier mix, respectively, followed by T-Mobile USA and AT&T with eight percent each. Games, music and entertainment remain the most popular app categories. iOS represented 41 percent of the app platform mix and Android 49 percent. On Android, News apps rose by 26 percent month-over-month. Go past the fold for a bunch of pretty charts and more explanation.