Apple’s iPhone took 70% share of U.S. smartphone ad impressions in March

Millennial Media said today that mobile Connected Devices like Apple’s iPad and Sony PSP displayed more than 20 percent of the ad networks’ ad impressions in March, a trend that could have far reaching impact on mobile advertising as these devices grow more popular.

Millennial connects brand advertisers with the largest mobile media audience in the U.S., according to IDC. The company’s mobile advertising network reaches 83 percent of mobile users in the U.S. and it reported that its brand business grew by more than 750 percent last year, while the performance business grew almost 172 percent.

“As the largest independent mobile advertising platform in the U.S., we support every major operating system and device. In March, one out of every five ad impressions on our network were seen on a mobile connected device, and not a mobile phone,” said Erin (Mack) McKelvey, SVP of Marketing, Millennial Media, in the press release. “We have reported monthly device trends from our network for a year, but given the proliferation of smartphones and connected devices, we felt that it was now time to spotlight this data for industry-watchers who are trying to understand the role of devices and consumer behavior in the overall mobile market.”

Highlights from the March report include:

• U.S. Device impression data breakout: Smartphones (45%), Feature Phones (34%), and Connected Devices (21%).
• Apple’s OS remains the leading OS on the network with 70 percent of U.S. Smartphone impressions; Apple’s OS has maintained the leading OS position since Millennial began reporting the network’s OS mix in August 2009.
• RIM remained the second largest U.S. OS for the eighth consecutive month with a 14% share of impressions; and four devices in the Top 20 Mobile Phones list.
• amsung remained embedded as the second largest manufacturer, with four devices in the Top 20.
• Leading the U.S. Carrier Mix once again in March, Wi-Fi increased slightly for the third consecutive month with 27% share of impressions, followed by Verizon and AT&T.
• Smartphones accounted for 40% of the Top 20 Mobile Phones, with the Blackberry Tour, Palm Pixi and HTC’s MyTouch Magic new to the list.

On April 9, 2010, the company released its iPad SDK and PadMedia Creative Suite for developers. The PadMedia creatives provide increased user engagement opportunities for advertisers, and; therefore, increased monetization opportunities for developers.

More info here.

Source: Millennial Media, Inc.

[Attribution: Electronista via moccoNews. Thanks to MacDailyNews Reader “James W.” for the heads up.]


  1. “There’s no chance that the iPhone is going to get any significant market share. No chance,” said Ballmer. “It’s a $500 subsidized item. They may make a lot of money. But if you actually take a look at the 1.3 billion phones that get sold, I’d prefer to have our software in 60% or 70% or 80% of them, than I would to have 2% or 3%, which is what Apple might get.”

  2. When you stop innovating and just copy, you are destined to to have the wrong end of the market (low cost low profit = low class).

    No more free doughnuts for you Mr. Ballmer

  3. @Madgude

    You/re right – it’s amazing that the market leaders for phones have failed to react to the smart phone opportunity. They have literally had years to develop this. Part of their problem is that they are stuck in the high volume / market share game. With such tight margins they probably don’t want to invest in the time and money to make a good smart phone because they think the carriers won’t pay them enough for them.

    Someone will snap up Palm soon. Their web OS could form the basis of a decent smart phone. With the right leadership and team, that company could compete well in that market. Otherwise it will just be between Apple and Android with Apple winning of course.

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