Millennial Media: Tablets, e-readers now 20% of mobile ad impressions

Twenty percent of all impressions across the Millennial Media (NYSE:MM) mobile advertising platform now originate from non-phone connected devices such as tablets and e-readers, a year-over-year increase of 6 percentage points.

Millennial Media credits the category's growth to the increasing number of tablet options in the marketplace--roughly 100 different tablet models generated impressions during the third quarter--as well as accelerating consumer adoption. Apple's (NASDAQ:AAPL) iPad generated more impressions than any other tablet, followed by Samsung Electronics' Galaxy Tab, Amazon's (NASDAQ:AMZN) Kindle Fire, Acer's Iconia and Motorola's Xoom.

Smartphones still generate the overwhelming majority of Millennial impressions, however, increasing from 72 percent in the third quarter of 2011 to 75 percent a year later. Feature phones, which tied with non-phone devices at 14 percent of impressions a year ago, yielded just 5 percent of impressions in the third quarter of 2012.

Source: Millennial Media Mobile Mix

Devices running Google's (NASDAQ:GOOG) Android mobile operating system accounted for 52 percent of all Millennial impressions during the third quarter, down from 56 percent a year earlier. Apple's iOS increased from 28 percent to 34 percent, and Research In Motion's (NASDAQ:RIMM) BlackBerry declined from 13 percent to 8 percent. Microsoft's (NASDAQ:MSFT) Windows Phone now accounts for 5 percent of Millennial impressions--a year ago, Windows and Symbian combined for 3 percent.

Despite Android's dominance, Apple led all manufacturers, with iOS devices driving 31 percent of Millennial Media impressions in the third quarter. Samsung is next at 24 percent, ahead of HTC at 8 percent. Apple's iPhone led all smartphones, generating 16 percent of impressions in the third quarter; Samsung Galaxy S trails a distant second at 5 percent, followed by the BlackBerry Curve at 3 percent.

Mobile games continue to lead all application categories on the Millennial Media platform, unchanged from a year ago--the Music & Entertainment category remains in second. Communications apps like social media chat, video calling and over-the-top messaging services jumped from the third spot a year ago to number three.

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