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Millennial: Twice as many Android ad impressions as iOS in Q2

August 12, 2011 — 8:47am ET | By Jason Ankeny

Devices running Google's (NASDAQ:GOOG) Android mobile operating system generated 53 percent of all mobile ad impressions across the Millennial Media network in the second quarter of 2011, according to the firm's latest quarterly report. Apple's (NASDAQ:AAPL) iOS increased 4 percent quarter-over-quarter to 27 percent of impressions--Millennial adds it expects iOS to experience incremental growth during the third quarter coinciding with the release of Apple's iPhone 5.

Click here to view a full size version of this chart.

The Retail and Restaurants category led U.S. mobile advertising spending verticals in the second quarter, increasing 956 percent year-over-year. Finance also experienced enormous growth, with spending up 1,095 percent year-over-year--Pharmaceuticals increased 426 percent annually, followed by Automotive (236 percent), Entertainment (234 percent) and Travel (145 percent). Looking at campaign goals, 28 percent of advertisers leveraged the mobile channel to sustain their brand's in-market presence, tied with lead gen/registrations.

Millennial Media also looked back to the first quarter of 2009, when it first began releasing metrics reports. At that time, Samsung generated more impressions than any other manufacturer at 21.60 percent, with Apple third at 11.35 percent--fast-forward to the second quarter of 2011, and Apple leads at 30.76 percent of impressions, doubling up second-place Samsung at 14.94 percent.

Millennial adds that two years ago, Qwerty-based devices made up 36 percent of phones across its network, with touchscreen products at 33 percent and keypad-based units at 27 percent. Touchscreen-enabled devices now represent 60 percent the mix, followed by touch/Qwerty hybrids (15 percent), Qwerty phones (14 percent) and keypad-based phones (11 percent).

For more:
- read this Millennial Blog entry