Android provides half of US mobile ad impressions

In its monthly mobile report, Millennial Media presents a snapshot of the mobile ad world in the US in February.

Google's Android is the largest platform, with 51% of ad impressions, followed by Apple's iOS with 27%, and Blackberry on 17%.

In the first monthly report, published in March last year, Apple accounted for 70% and Android just 6%.

The majority of phones are smartphones – 62%, with 24% of ads served through "feature phones", and 14% through connected devices – tablets or other devices.

Of the connected devices, 80% of ads served are through Apple products – either iPads or iPod Touch devices – with 17% through Android-based products.

The research reveals connected devices account for the greatest increase in ads served, up 56% year on year.

Apple is the market leader. The company sold more than 10 million in 2010. Millennial predicts 50 million iPads will be sold between the start of 2010 and the end of 2012.

The research also predicts a massive increase in the number of Android and Microsoft tablet devices. It forecasts a 400% uptake in 2011 to significantly narrow Apple's lead.

By the end of 2012, it predicts 32 million Android tablets will be sold, with Android sales running neck-and-neck with Apple during 2012.

Other titbits include a big increase in the number of apps available for Windows 7 smartphones – up 200% since January.

The top five manufacturers in the US

• Apple – 28.25%
• Samsung – 22.84%
• HTC – 11.35%
• Research In Motion (RIM) – 11.22%
• Motorola – 8.14%

Apple's iAd was given a vote of confidence by Absolute Radio last week, when its released figures revealed a high level of engagement is achieved with the platform.

This article was first published on marketingmagazine.co.uk