iOS gains on Android on Millennial Media’s ad platform

Image via Millennial Media

Mobile advertising and data platform Millennial Media has today released its Q2 2013 Mobile Mix Report, analyzing usage patterns and growth across major tablets and smartphone devices. The report confirmed that while Android devices accounted for the most ad impressions during the quarter, iOS devices were quickly gaining ground.

In Q2 2012, the company saw Android devices account for 46 percent of total ad impressions across its platform. In the same period, iOS devices accounted for only 34 percent of impressions. By Q2 2013, Android had only grown to 51 percent, while iOS devices grew eight percent to 42 percent of total ad impressions. The growth comes in part from the Windows Phone and Symbian platforms, which became non-factors year-over-year.

Apple and Samsung lead device manufacturers with 39 percent and 26 percent of the top 15 devices on the Millennial Media platform, with Blackberry coming in third at just under 7 percent. The top five devices match those figures, with Apple’s iPhone, iPad and iPod Touch holding three of the top five positions, and the Samsung Galaxy S and BlackBerry Curve rounding out the top 5.

While smartphones continue to be dominant, tablets, e-readers and other connected non-phone devices grew year over year. These devices now account for 25 percent of the overall device mix, up from 19 percent a year prior. Regardless of platform, games, music and entertainment apps, as well as communication apps continued to be the most popular application categories on all devices.

Image via Millennial Media

This data is in keeping with current market trends, not only within Millennial Media’s platform. A recent report from Kantar Worldpanel saw iOS gaining on Android in total smartphone sales, increasing 3.5 percent year-over-year.

Millennial Media’s partners include Gillette, Olympus, Adidas and Auntie Anne’s. You can learn more about the company’s Mobile Mix Reports on its official website.