iOS Ad Impressions Up Nearly 50% this Year, Says Millennial Media

Millennial Media’s April 2011 report, a snapshot of the company’s large mobile advertising network and the trends it contains, found this month that ad impressions on iOS devices have increased by 47% since January of this year. At the same time, Android impressions have grown just 19%.

And when breaking down the revenue generated by all apps, iOS apps accounted for 50% of revenue, while Android accounted for 39%. This was a 6% month-over-month increase for Apple.

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RIM and Symbian ad impressions also grew since January says Millennial, up 17% and 5%, respectively, a trend that highlights the growing mobile ad industry, perhaps, more than it does momentum for those platforms themselves.

Gaming applications were found to be, across the board, the most popular app category. However, travel and sports apps both saw increases in impressions during April. Travel app impressions were up 91% in April and sports apps were up 56% – the former fueled by spring break and summer vacation planning, and the latter by seasonal sporting events.

Device, Manufacturer Trends

As usual, Millennial also detailed the trends it saw in April in terms of devices and platforms on its network. Here, iOS devices (iPhone, iPad and iPod Touch) represented 32% of the Top 15 Manufacturers Impression share for the month. The iPhone also ranked #1 in the top 20 mobile phones.

Other OEMs:

• Samsung maintained the #2 spot for the third month and its Nexus S moved into the #4 position on the chart.
• HTC represented 11% of the Top 15 Manufacturers impression share, a 10% growth month-over-month. It also had the highest number of gadgets on the list.
• LG impression share doubled month-over-month to 6.42% of the Top 15.
• RIM devices represented three of the Top 20 Mobile Phones, and had a combined impression share of 8%.

In total, Android devices continued to account for more impressions (20% of all impressions in April) on Millennial’s network. Android also accounted for 16 of the top 20 phones.

And finally, for the first time ever, the Top 20 Mobile Device list included only smartphones and no feature phones.

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