A new report from Millennial Media is directing the spotlight of the mobile ad industry to the iPhone, iPod, and iPad - three ubiquitous iOS devices that have become top dogs in mobile ad impressions.
The data from independent mobile advertising and data company Millennial Media (The Mobile Mix Q3 Report), shows that iOS impressions have spiked 60% year-over-year, from Q3 2010-Q3 2011. iPad impressions grew 456%, and iPod Touch impressions grew 30% year-over-year. The iPhone accounted for 54% of the iOS impressions on Millennial Media's platform, while the iPod Touch and iPad combined to make up the other 46%.
Apple's nemesis, Android, however, remained the leading mobile operating system on Millennial Media's network in Q3 with 56% of the smartphone/connected device impressions. Android made up 15 of the top 20 phones on Millennial Media's network. HTC had 6 of those phones, and grew over 100% year-over-year as a manufacturer.
When breaking down ad spend on applications, Android apps had a 49% share. This was a 20% growth quarter-over-quarter.
Apple represented 41% of the Application Platform Mix, ranked by ad spend, in Q3. Music & Entertainment took over as the leading Apple application category, despite gaming still leading the iPad application category. In Q3, Apple Mocial (Mobile Social Networking) applications grew 36% quarter-over-quarter.
Source: Millennial Media