Android Leaps Ahead in Impression Share on Millennial
After two months of running neck and neck on Millennial Media’s mobile ad network in terms of impression share, Google’s Android mobile operating system took a commanding lead over Apple’s iOS in November: 46% to 32%. That’s an 8% increase in impression share in one month.
But Android’s growth in impression share year over year on Millennial’s network, which reaches 80% of all U.S. mobile devices, is something right out of “Jack and the Beanstalk.” Ad requests from the nascent OS grew 141% between quarters two and three of 2010 and 3,130% since the beginning of last year.
Android claimed 55% of the fourth-quarter ad revenue generated by apps, a 13% jump quarter over quarter, while iOS garnered 39%. Ad requests from Apple devices grew by 12% between the third and fourth quarter, but since January iOS share of impressions has only increased 14%. However, ad requests from the iPad leaped 280% from third to fourth quarter.