Millennial Media–the independent leader in mobile advertising–released a new widely-sourced report last week outlining Q1 market share estimates and trends across mobile devices and operating systems. The report shows significant growth in ad impressions among tablets and non-phone connected devices. Tablets — the top being Apple’s iPad, Samsung’s Galaxy Tab and Amazon’s Kindle Fire — accounted for 20% of all ad impressions during the first quarter of 2012. This is an increase from 15% in the first quarter exactly one year before.
“The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future.” said Jamie Fellows, SVP, Product, Millennial Media.
The report also found that 14 of the top 20 mobile phones ran Google’s Android operating system, which was installed on 49% of all devices. Apple’s iPhone unsurprisingly was the top handset, helping the company to narrowly beat out Samsung, which had four of the top 20 mobile phones, as the top manufacturer.
The Q1 Mobile Mix report takes an in-depth look at the mobile device advertising landscape, including the top 20 mobile phones, top 10 mobile device manufacturers, leading mobile device operating systems and top mobile app categories ranked by impressions.
Other insights from the Q1 Mobile Mix report include:
- The Apple iPad, Samsung Galaxy Tab and Amazon Kindle Fire were the top tablets in Q1, and all three were among the top 20 mobile devices.
- The Apple iPhone remained the leading individual mobile phone.
- Android made up 14 of the top 20 mobile phones.
- Samsung was the second leading manufacturer and had 4 of the top 20 mobile phones.
- Gaming was the top mobile app category and grew 10 percent compared to Q4 2011.
- Mobile video views increased 958 percent from Q2 2011 to Q1 2012.
- The number of video ads viewed on mobile devices increased 958% over the course of the past year, from Q2 2011 through Q1 2012.