December 13, 2013 Last Updated 10:22 am

Millennial Media S.M.A.R.T. report shows growing share for Android

Scorecard for Mobile Advertising Reach and Targeting report

The latest Millennial Media S.M.A.R.T. report shows that Android’s market share of ad impressions from digital devices continues to grow. In fact, the share from BlackBerry, Windows and Symbian could rightly be reduced to an “Other” category.

MM-OSmixIt has been the common wisdom that Apple’s iOS continues to lead other platforms in app sales and web traffic, but Millennial Media’s report has shown the dominance of Android for a while now. In Q3 of 2012 Android already enjoyed a 52 percent share of impressions among Millennial Media’s audience. But that share has now grown to 56 percent.

But Apple’s share has grown, as well – from 34 percent in Q3 of 2012 to 56 percent in Q3 of 2013. Despite a huge investment in marketing my Microsoft, its Windows mobile OS has actually declined to a 1 percent share, according to Millennial Media.

The report looks at the ad impressions that appear on mobile devices when the Millennial Media ad network is seen on a mobile device’s browser. Verticals that have seen the most growth this year include pharmaceuticals (up 744%), news, sports and consumer goods.

The full report can be downloaded on the Millennial Media website.

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