Android in July accounted for 19% of impressions, up from 11% in June, while BlackBerry dropped a percentage point to 16%. Apple's iOS also dropped a percentage point from June but remained comfortably ahead of both its rivals with a 55% share of impressions on Millennial's network.
The company says its ads reach about 63 million monthly users, or 81% of the U.S. mobile Web audience. Android ad requests in July grew 47% over the prior month, compared to 24% for iOS, and 18% for BlackBerry. Separately, iPad ad requests continued to grow sharply in tandem with rising sales of the Apple tablet, jumping 327% last month.
Based on handset makers, Apple was again far and away the top manufacturer in generating impressions with 35% market share, trailed by Samsung, at 17%, Rim, 10%, and Motorola, 9.5%. Among individual phone models, the iPhone commanded 24% share, followed by the BlackBerry Curve, 6.7%, and the Motorola Droid, which broke into the top three for the first time with a 5% share.
The Droid was one of six Android phones among the top 20 on the Millennial network. Among all device types, smartphones drove 49% of impressions, followed by feature phones, 32%, and connected devices, which increased to 19% from 16% in June.
Android's expansion was also reflected in mobile apps. Among developers who focused on creating apps for a single platform, 39% targeted Android, up from 31% the prior month. Both Android and BlackBerry, which increased share to 11% from 8%, appeared to gain ground at the expense of Apple, whose share slipped from 57% to 49% in July.
Among developers creating apps for multiple smartphone platforms, all were creating titles for the iOS, 75% for Android and nearly half (46%) for BlackBerry.
Looking at app categories, shopping and retail apps broke into the top 10 in July, presumably reflecting an uptick driven by back-to-school shopping. Music apps moved up a few notches from June to the No. 3 slot, representing 9% of app revenue on the network. Games and social networking apps again topped the ranking, with games alone accounting for 47% of app revenue.
Source: Mediapost
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