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Millennial: Kindle Fire ad impressions growing 19% each day

December 20, 2011 — 11:25am ET | By Jason Ankeny

Mobile advertising impressions originating from Amazon.com's new Android-powered Kindle Fire tablet have increased at an average daily rate of 19 percent since the device launched in mid-November, mobile ad network Millennial Media reports. At the current rate, Kindle Fire impressions are slightly outpacing Apple's (NASDAQ:AAPL) iPad in the weeks following its own April 2010 rollout, Millennial adds.

Click here to see the charts from this report.

While the Kindle Fire helped Google's (NASDAQ:GOOG) Android lead all mobile operating systems on the Millennial Media network last month, Android's overall impression share slipped from 56 percent in October to 50 percent in November. Apple's iOS grew from 28 percent to 30 percent, and Research In Motion's BlackBerry (NASDAQ:RIMM) grew from 13 percent to 17 percent. Devices running Microsoft's (NASDAQ:MSFT) Windows Phone followed at just 1 percent.

Smartphones yielded 70 percent of all Millennial Media impressions in November 2011; connected devices follow at 16 percent, ahead of feature phones at 14 percent. Apple's iPhone leads all other devices and generated 13.54 percent of impressions in November, far ahead of the second-place BlackBerry Curve at 5.87 percent. Touchscreen devices now account for 65 percent of device impression share--touch/Qwerty devices make up 13 percent, with Qwerty devices and keypad devices at 11 percent each.

Research firm IDC reported earlier this month that independently-owned Millennial controls 17 percent of the mobile advertising segment, behind Google's AdMob at 24 percent but ahead of Apple's iAd at 15 percent.

For more:
- read this 9to5Mac article
- download the Millennial Media report