Millennial Media: Android ad impressions double iOS in Q3 2011

Google's (NASDAQ:GOOG) Android operating system accounted for 56 percent of mobile ad impressions across the Millennial Media network in the third quarter of 2011, double Apple's (NASDAQ:AAPL) iOS at 28 percent, Millennial reports.

Click here to view a larger version of this table.

Smartphones and connected devices running Research In Motion's (NASDAQ:RIMM) BlackBerry OS generated 13 percent of impressions in the third quarter, with Windows Phone/Windows Mobile, Symbian and rival platforms dividing up the remaining 3 percent. Smartphones now yield 72 percent of all Millennial impressions, followed by feature phones and connected devices at 14 percent each.

Android powers 15 of the top 20 mobile phones across the Millennial network, with HTC manufacturing six of the top Android smartphones. Android applications accounted for 49 percent of ad spend on apps during the third quarter, up 20 percent over the second quarter--Music and Entertainment led all Android categories, followed by games (the overall app category leader across all platforms at 34 percent). Apple's iOS accounted for 41 percent of Millennial's application platform mix, with mobile social apps increasing 36 percent quarter-over-quarter.

Millennial Media reports that iOS impressions increased 60 percent from the third quarter of 2010 to the most recent quarter--although the iPhone continues to account for 54 percent of all iOS impressions, iPad tablet impressions jumped 456 percent year-over-year, and iPod touch impressions grew 30 percent year-over-year.

For more:
- read this Millennial Blog entry

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