2010 was a bumper year for Android according to Millennial – who themselves did very well in 2010 they’re now third largest mobile ad network with 15.4% of the market – not only did they grow by 3130% over the year but in December they also surpassed iOS to become the largest Smartphone operating system on the Millenial network.
Android impressions grew by 8% compared to November and now have a commanding 46% of the impression share, with iOS on a 32% impression share.
Millennial predicts that in 2011, iOS is going to carry on losing market share as Android continues to grow and it faces additional threats from RIM and Windows Phone 7.
Other highlights from the Millennial MobileMix December survey include;
Samsung maintained the number two position in the Top 15 Manufacturers for the third consecutive month. The Samsung Code entered the Top 30 Mobile Devices for the first time in December and is the only Windows OS device in the Top 30 Mobile Device Ranking.
HTC claimed the number three position in the Top 15 Manufacturers – with a 9% growth month-over-month. There is a direct correlation with this increase and HTC having the highest number of devices (nine) in our Top 30 Mobile Device Ranking, including the debut of four new devices on our network: HTC Nexus One (Passion), HTC Evo, HTC Droid Incredible, and the HTC Desire.
Travel and Vacation app impressions doubled quarter-over-quarter. Apps in this category have evolved to bring online capabilities to the mobile platform (e.g., reservations, check-in, boarding passes, travel updates, etc.). The double digit quarterly growth shows that mobile consumers found value in staying connected through their mobile devices as they travelled this holiday season.
Music and Entertainment apps maintained the number three position quarter-over-quarter with 22% of the impression share. Television apps are the fastest growing sub-category with 259% growth in impression share quarter-over-quarter.
Touch Screen devices grew 10% month-over-month, with approximately 57% share of impressions in the December Device Input Mix. This growth can be attributed to the increased penetration of Smartphones with this input method.
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