Smartphones: 68% of Device Impressions

August 25, 2011

millenial-media-device-os-mix-july11-aug11.gifSmartphones grew 5% month-over-month, creating a larger lead within the smartphone, feature phone & connected device impression share mix, with 68% of the impressions in July. The is a second month of growth following a lag in May?to 63%, bowing to growth in feature phones and other connected devices share. Connected devices and feature phones were tied with 16% of the impressions, lower than their 18% and 17% respective shares last month.

In July, Android showed strong growth and increased 15% month-over-month. Android led the smartphone OS impression mix on the network for the eighth consecutive month with 61% of the impressions.

millenial-media-application-platform-jul11-aug11.gifApple’s iOS grew 5% month-over-month and represented 43% of the application platform mix — ranked by ad spend — in July. Android claims nearly half of all ad spending, for 48% of the application platform mix.

Games are the driving force of the Android application ad spend, followed by music & entertainment applications, according to Millennial data.

Millennial says that gaming applications have been the top app category on the whole network for more than a year. July’s data showed a 35% increase month-over-month. Health & fitness app impressions grew 13% month-over-month, in particular, calorie-counting and recipe apps accounted for two-thirds of the impressions.

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