Kindle Fire Appears to Best iPad in Rate of User Adoption
Amazon's Kindle Fire is, unquestionably, a huge success for Amazon. Although specific numbers haven't yet been revealed, the online retail giant has admittedly sold millions of the tablets in recent weeks. And purchases appear to be escalating as we enter the final week of holiday shopping for 2011.
Millennial Media's November Mobile Mix report shows that ad impressions on the Kindle Fire grew at an average daily rate of 19%. “The Kindle Fire’s impression growth on our platform has slightly outpaced that of the iPad when the iPad launched in early 2010,” the report reads. “Though the Kindle Fire has been introduced into a more mature tablet market than the market which greeted the original iPad, the integration of Amazon’s robust digital entertainment library and the $199 price point may also have helped drive this early use by consumers.”
Millennial Media says it’s seeing a monthly run rate of hundreds of millions of impressions. All told, its an accelerated pace of user adoption that wasn't observed when the first generation iPad first dropped to unprecedented media hype and consumer interest.
On the bright side for Apple, however, the iPhone did remain the top individual phone on Millennial Media’s platform, and grew 8 percent month-over-month in November. iOS grew 7 percent month-over-month in Millennial’s breakdown of the smartphone and connected device OS share. In terms of mobile operating systems, Android retained its lead on the ad network with 50 percent of all impressions. And, interestingly enough, RIM's share also grew in November, popping up to 17 percent from 13 percent in October.
Source: Millennial Media