Apple Maintains Leading Mobile Device Manufacturer Status In Millenial Media Survey

Milennial Media says Apple continued to be the number one mobile device manufacturer on their platform in Q1, representing 28% of the top manufacturers impression share. Apple iPhone accounted for 15% of mobile phone impressions and maintained its position as the number one mobile device on Milennial Media’s platform since March 2010 .

Insights:

Smartphones led the Device Mix, with 73% of the impressions in Q1 (Chart A). Though overall Smartphone impressions grew from Q4 2011 to Q1 2012, the percent of overall impressions was relatively flat quarter-over-quarter. Over the course of a year, however, Milennial Media have seen significant growth in Smartphone impression share, as consumers upgraded from Feature Phones to more advanced mobile devices.

Non-phone connected device impressions, which includes tablets, increased 33% quarter-over-quarter and represented 20% -33% of the device mix in Q1, up from 15% in Q4 2011. This demonstrates significant disproportionate growth of non-phone connected device impressions in comparison to smartphones and feature phones on Milennial Media’s platform in Q1.

With over a dozen new tablets introduced to the market in 2011, this growth is largely tied to the increased adoption and usage of tablet devices.

In Q1, Android led the OS Mix on Milennial Media’s platform with 49% of the impressions (Chart C). In the past year, Android has steadily increased their market share, currently accounting for 14 of the Top 20 Mobile Phones in Q1 2012, up from 10 devices in the Top 20 ranking a year ago. Android has gained market share in the tablet marketplace as well, growing from having no tablets on the top mobile device list to having two tablets – the Samsung Galaxy Tab and the Amazon Kindle Fire – ranking in the top 20 devices on our platform in Q1.

Top Five Tablets On The Millennial Media Platform In Q1 2012

iOS represented 33% of the OS Mix on Milennial Media’s platform (Chart C). iOS had been the clear leader as the top OS for over a year, but was displaced by Android in 2011. This quarter’s impression growth was highly driven by the growth of tablets and likely tied to the release of the most recent version of Apple’s iPad.

In Q1 2012, IDC noted that the worldwide shipments of mobile tablets are expected to increase 54% year-over-year in 2012. Over the next four years, tablets are expected to continue to grow at an average rate of 17% year-over-year until 2016, reaching 198 million tablet devices. The percent of impressions coming from non-phone connected devices – particularly tablets – continues to grow significantly. In Q1 2012, impressions came from a variety of tablets, with the iPad, Galaxy Tab, and Kindle Fire all ranking in the top 20 of all mobile devices on the Millennial Media platform, when ranked by impressions .

According to eMarketer, women made up slightly less than half of tablet users in 2011, at 45%; the gap in tablet usage between men and women is expected to level out over time, with 49% of tablet users in 2014 expected to be women.

For more information, and to download the full report (PDF) visit:
http://bit.ly/yXtzLk