Millennial: iOS apps still half of ad revenues despite Android's growth

Although Google's (NASDAQ:GOOG) Android mobile operating system now powers 33 percent of all U.S. smartphones, ahead of Apple's (NASDAQ:AAPL) iOS at 25 percent (according to the latest comScore data), iOS remains the driving force behind mobile advertising revenues, mobile ad network Millennial Media reports.

IOS-based applications accounted for 47 percent of Millennial revenues in March 2011, with Android at 36 percent and Research In Motion's (NASDAQ:RIMM) BlackBerry far behind at 7 percent. Windows Phone, Symbian and webOS are fighting for the remaining 10 percent of revenues, Millennial adds.

In terms of overall monthly mobile ad impressions, Android leads at 48 percent, followed by iOS at 31 percent. Millennial states that iOS impressions grew 11 percent month-over-month, boosted by the launch of the Verizon Wireless (NYSE:VZ) iPhone, which accounted for 8.2 percent of all iPhone impressions last month. BlackBerry devices yielded 18 percent of impressions, with Windows Phone and Symbian at 1 percent each.

Smartphones now account for 64 percent of impressions across the Millennial network. Feature phones generate 19 percent of impressions, just two percentage points ahead of connected devices. Millennial adds that mobile games yield 37 percent of all ad revenues.

For more:
- read this Millennial Blog entry

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