More than 2 billion mobile ad impressions were served on Apple devices in Europe in the second quarter of 2011, propelling Apple past Nokia for the first time says a new report from InMobi.
Over the same period, Nokia devices dropped by 0.9 percentage points and now represent 18.7% of ads in the region. One of every five ads across Europe is now on Apple manufactured devices, the report said.
As a result of Apple’s iOS popularity, Android’s operating system has lost 5.0 share points against iOS’s gain of 3.3 over the past quarter. RIM, whilst ranked third in terms of operating systems, saw the highest gain during this period, gaining 6.1 share points. Despite this though, Android remains the top mobile platform by ad requests with nearly 25% of all requests.
Top 3 Device Manufacturers by Ad Impressions Q211
“The Q2 2011 results show another major inflection point for mobile advertising in Europe,” commented Rob Jonas, VP and MD Europe and Middle East at InMobi, in the press release. “Smart devices, driven by iPad, iPhone, and Android devices, are now defining the mobile experience for the majority of Europeans. The next phase of mobile advertising is upon us. It is now up to brands and agencies to capitalise with immersive, creative experiences delivered at scale for consumers.”
Total mobile advertising impressions on the InMobi network in Europe grew by 21% in Q2, primarily driven by smartphone impressions, which grew by 31%. Three out of every five mobile impressions in Europe are now on a smart device. Among European nations, United Kingdom and Spain showed the fastest growth in Q2.
InMobi’s mobile ad network served over 104.9 billion mobile advertising impressions across the globe in Q2 2011, including 10.8 billion in Europe.
InMobi’s “Mobile Insights Report: North America Edition Q2 2011,” the first of an on-going series to analyze quarterly data trends on InMobi’s network, which served 104.9 billion mobile advertising impressions across the globe in Q2 2011, found that North America impressions grew by almost 40% over the prior quarter to reach 18.7 billion mobile ads. The report finds that smartphones are the sole driver of growth in the market with a 65% increase since Q1 2011. Nearly four of every five ads in the region are now delivered on a smartphone platform.
The report also highlights the strength of iPhone OS, which captured 11.0 share points in Q2 versus Q1 2011. Whilst Android remains the #1 mobile ad platform in the region by mobile ads with 33.2% market share, Apple is only 3.9 share points behind Android. The Apple iPhone (14.8% share) and Apple iPod Touch (12.4% share) hold the top two device spots, the Apple iPad is now the 7th ranked device, representing 2.1% of total mobile ads in the region.
Top 3 OS Systems: % Share Available Impressions – North America
Source: InMobi
Since Google so loudly proclaims Android as being Flash capable, it begs the question, is Android a flash in the pan?
I want to see Android growth slow to a trickle and I think that will happen in the next six months or so. The Android platform doesn’t seem to have any financial legs for a long-time run. I’m certain that Apple will just keep applying more and more pressure on the Android platform until Android becomes financially untenable. I’m pretty certain that Apple’s iOS will be the driving force of luring consumers away from Android even if it’s bng used on older iPhone hardware. 4G hardware is not ready for primetime and I honestly doubt the need for it owing to the extra cost of data and the toll it pays in decreased battery life. 4G smartphones are certainly not going to be required by the average smartphone user.
One thing to remember – something Amdroid devs complain about – is that most apps are ad-driven, so the ad impressions of one Android may outweigh several iPhones.
The author fails to point out that “Remaining” totally dominates Android with 37.5% to 33.2% — that’s more than the delta from Android to iOS.
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