Millennial: Android mobile ad impressions surpass iOS

Mobile ad impressions generated via smartphones running Google's (NASDAQ:GOOG) Android mobile operating system surpassed Apple's (NASDAQ:AAPL) rival iOS for the first time in December 2010, mobile ad network Millennial Media reports. Android impressions increased 8 percent month-over-month and now represent 46 percent of the Millennial network, compared to iOS at 32 percent--BlackBerry follows at 16 percent. Millennial adds that Android ad requests increased a stunning 3130 percent from the beginning of January 2010; during the same period, Apple requests grew 14 percent, and BlackBerry jumped 224 percent.

Android apps made up 55 percent of Millennial's Application Platform Mix in Q4 2010, up 13 percent quarter-over-quarter, trailed by iOS at 39 percent. Gaming remains the leading app category at 26 percent of total impressions; social networking is next, followed in descending order by music/entertainment, mail/messaging and education/employment. Millennial adds that television apps experienced the most dramatic quarter-over-quarter growth, with impressions increasing 259 percent from Q3 to Q4.

Smartphones now account for 60 percent of all Millennial Media network impressions, up 2 percent month-over-month--feature phones represent 30 percent, with connected devices making up the remaining 10 percent. Devices running on the Verizon Wireless (NYSE:VZ) network generated 21 percent of Millennial impressions in December, followed by Sprint Nextel (NYSE:S) at 13 percent, T-Mobile USA at 12 percent and AT&T (NYSE:T) at 8 percent.

For more:
- read this Millennial Blog entry

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