Android Army Gaining Ground
Mobile ad network Millennial Media published its latest report on the mobile device space this morning and it reveals some intriguing trends in smartphone market leadership. It has a particularly interesting story to tell about Google’s (GOOG) Android OS.
According to the Millenial Media’s April MobileMix report, Android ad requests on its network rose 77 percent month-over-month, and have grown 282 percent since January. During the same period, ad impressions from Android devices also rose, and Android smartphone manufacturer HTC grabbed a large enough number to become the fifth-largest device maker on Millennial Media’s network.
The buffet of new Android devices that have arrived at market over the past few months, Droid and Nexus One among them, has clearly spiked adoption of the OS.
With a 10 percent share of ad impressions, Android is now the third largest operating system among those the company tracks, falling between RIM’s (RIMM) BlackBerry OS with a 17 percent share and Windows Mobile OS with a five percent share. (Click on chart and tables below to enlarge.)
Android may not be the leading OS on Millennial Media’s network–that honor belongs to Apple (AAPL) with its 62 percent share of U.S. smartphone impressions–but it is the fastest growing.
Another mobile advertising market research study, I realize. But Millennial currently reaches 83 percent of the U.S. mobile audience. That makes it the largest mobile ad network in terms of reach, so these metrics are worth paying attention to.
A few other data points worth noting:
- iPhone OS ad requests decreased 17 percent month-over-month in April. Still, since January, they’ve risen 1.5 percent.
- BlackBerry OS ad requests grew 10 percent month over month. Since January, they’ve increased more than 36 percent.
- iPad ad requests spiked 77 percent week over week for the first full month the device was available for purchase.
[Image credit: Millennial Media]