Kindle Fire Lights up Mobile Ad Impressions in November

According to Millennial Media’s “Mobile Mix: The Mobile Device Index” report for November, the Kindle Fire is rapidly surging in terms of mobile ad impressions on Millennial Media’s network. However, Apple maintains a strong lead overall.

Apple was the No. 1 device manufacturer in November with 25.66 percent of ad impressions, followed by Samsung with 17.47 percent and RIM with 14.57 percent.

HTC was fourth with 12.64 percent, followed by Motorola with 10.11 percent, LG with 6.51 percent, Huawei with 2.43 percent, ZTE with 1.29 percent, Nokia with 1.02 percent and Sony Ericsson with 0.64 percent.

The top mobile phone was the Apple iPhone with 13.54 percent of ad impressions in November, followed by BlackBerry Curve with 5.87 percent, Motorola Droid X with 5.27 percent, HTC Evo with 3.18 percent and LG Optimus with 3.08 percent.

Wi-Fi was the leading “carrier” in Millennial Media’s observed mix in November, finishing the month with 39 percent, an 11 percent month-over-month increase. It was followed by Verizon with 14 percent, Sprint-Nextel with 13 percent, T-Mobile with 8 percent, AT&T with 8 percent, Metro PC with 7 percent, others with 5 percent, Cricket with 4 percent, TracFone with 1 percent and Boost Mobile with 1 percent.

Seventy percent of impressions came from smartphones, followed by 16 percent from connected devices and 14 percent from feature phones.

For connected devices and smartphones, 50 percent of impressions came from Android devices, followed by 30 percent from iOS devices, 17 percent from RIM devices, 1 percent from Symbian devices, 1 percent from Windows devices and 1 percent from other devices.

In terms of device input, 65 percent of impressions came from touch-screen devices, followed by 13 percent from touch and QWERTY devices, 11 percent from QWERTY devices and 11 percent from keypad devices.

Millennial Media also offered some insight into how prominent the Kindle Fire has become on its network, noting that since its mid-November release, the Android-powered device has experienced an average daily growth rate of 19 percent.

“We’re not just seeing millions of impressions, we’re seeing a monthly run rate of hundreds of millions of impressions,” the company notes in its report.

The Kindle Fire’s growth is slightly faster than the growth observed for the iPad when it launched in early 2010. Millennial Media notes that the Kindle Fire benefits from a more mature tablet market and its low price point.

Source:

http://www.millennialmedia.com/mobile-intelligence/mobile-mix/