Millennial Media: Android ties iOS in mobile ad impressions

Google's Android is now tied with Apple's (NASDAQ:AAPL) iOS as the leading smartphone operating system across Millennial Media's mobile advertising network, with the two platforms combining to generate 74 percent of all impressions in October 2010. Android increased 8 percentage points month-over-month to account for 37 percent of Millennial mobile ad impressions, neck-and-neck with iOS; Research In Motion's (NASDAQ:RIMM) BlackBerry follows at 20 percent, with Windows Mobile and Symbian at 2 percent each. Millennial adds that Android ad requests have increased 2182 percent since the beginning of 2010; during the same period, Apple requests grew 32 percent, and BlackBerry requests are up 243 percent.

Smartphones yielded 61 percent of Millennial ad requests in October, up 3 percent month-over-month; feature phone impression share grew 1 percent to 28 percent, while connected devices slipped to 11 percent. Verizon Wireless (NYSE:VZ) leads all U.S. operators, generating 19 percent of Millennial impressions in October, followed by Sprint (NYSE:S) at 14 percent, T-Mobile USA at 13 percent and AT&T (NYSE:T) at 9 percent. Games remain the top worldwide mobile application category in terms of impressions, trailed by social networking, mail/messaging, music and entertainment.

For more:
- read this Millennial Blog entry

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