Thursday, May 24, 2012

Millennial Media's Q1 Mobile Mix Report shows continued growth of tablets, mobile online video

Millennial Media, the mobile advertising platform company, today released its Q1 Mobile Mix Report which showed the continued growth of tablets.

The report measures the impressions of on Millennial Media's ad platform and determines its source. What it found was that tablets, what it labels non-phone mobile devices, now account for 20 percent of all impressions, up from 15 percent one year ago.
PhotobucketThe company also provided a forecast for tablet shipments that shows that the category could grow to 198 million units in 2016.

"Tablets and other non-phone connected devices have established a clear role in the growing mobile ecosystem," Jamie Fellows, SVP, Product, Millennial Media is quoted in the report. "The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future."

The report shows that Android continues to be the leading mobile platform and that Android phones were found to make up 14 of the top 20 mobile phone sets. The iPhone, however, continues to be the number one individual mobile phone.

The market share for feature phones continues to shrink, as measured by impressions. As of Q1 of this year, Millennial Media saw that features phones accounted for only 7 percent of all mobile devices (including tablets), while it accounted for 23 percent one year. Non-phone devices such as tablets grew to 20 percent from 15 percent.
Apple remained the number one overall manufacturer on the Millennial Media platform, accounting for 28.32 percent of ad impressions. Samsung is number two at 18.25 percent, followed by HTC at 11.30 percent and Motorola at 10.60 percent.

But the iPhone remains by far the most popular single model, accounting for 15.1 percent of ad impressions on the network, versus the BlackBerry Curve at 4.44 percent, and the Motorola Droid RAZR at 4.0 percent. Samsung's most popular phone on the network, accounting for the fourth most impressions, is the Samsung Droid Charge at 3.43 percent.