iOS 6’s adoption rate was 1200 percent higher than iOS 5’s, based on all ad impressions served on Millennial Media’s advertising network.
Based on data from the company’s latest quarterly Mobile Mix report, both iOS 5 and iOS 6 saw high adoption rates during its first month of release, with ad impressions growth at 4100 percent after one week.
Smartphones accounted for 75 percent of all impressions served on its network during Q3 2012, which is only a one percent game, the same quarter-to-quarter movement from Q1 2012 to Q2 2012. Year-over-year smartphone impressions rose three percent. Millennial found that feature phones dropped two percent from seven percent of all impressions it served in Q2 to five percent in Q3. In the same time frame last year, feature phones made up 14 percent of all impressions served on the company’s advertising platform. Lastly, non-phone connected devices (i.e. tablets, e-readers, etc.) dropped by one percent since Q2.
Apple held the No. 1 spot once again among device manufacturers, accounting for 31.45 percent of all impressions, which is only slightly up from 31.3 percent in Q2 2012. Samsung was the second largest OEM with 24.35 percent — up from 21.9 percent in Q2 — a much greater gain than Apple quarter-over-quarter. Despite releasing at the end of Millennial Media’s second quarter, the iPhone 5 attributed to Apple’s line of iPhone products remaining the top handsets tracked by Millennial. Apple’s suite of iPhones grabbed 16.04 percent of impressions in Q3, up from 15.8 percent in Q2. The Samsung Galaxy S overtook the BlackBerry Curve as the second most popular device tracked by the company, which had 4.90 percent of all impressions served in Q3.
The mobile advertising company also spotlighted trends it saw in the Asia-Pacific region. Apple and Samsung were still the top two most popular type of devices in the region, but Samsung was the No. 1 OEM, with 35 percent of total impressions and 11 of the top 20 smartphones in Q3.