Smartphones and Connected Devices: 86% of Mobile Ad Impressions

Millennial Media’s Mobile Mix report for August offers some insights into the top mobile device manufacturers, share of mobile ad impressions by device operating system (OS) and mobile developer trends, among other things.

According to Millennial Media, Apple was the top device manufacturer in August with 23.19 percent of the market (ranked by impressions). HTC followed with 16.33 percent, while Samsung finished the month with 14.55 percent.

The Apple iPhone was the top mobile phone, accounting for 13.06 percent of impressions on Millennial Media’s network in August. It was followed by LG Optimus with 6.71 percent, Motorola Droid with 6.12 percent, HTC Desire with 4.78 percent and BlackBerry Curve with 4.62 percent.

Android accounted for 15 of the top 20 mobile phones for the third consecutive month, according to Millennial Media. All Android phones accounted for 32 percent of impressions in August.

Smartphones accounted for 72 percent of impressions in August, followed by connected devices with 14 percent and feature phones with 14 percent.

Smartphones and connected devices accounted for a total of 86 percent of impressions, up from 67 percent in August of 2010.

Android was the OS powering 54 percent of all smartphones and connected devices in August, while iOS powered 28 percent of these devices. RIM held 13 percent of the market.

The top global application category was games, followed by music and entertainment, mocial (mobile social media), communications, news, weather, sports, health and fitness, productivity and tools, and travel and local. Health and fitness was the only category that was not in the top 10 back in August of last year.

When it came to the application platform mix (ranked by ad spend), Android (phones and tablets) accounted for 49 percent of the pie, followed by Apple (iPhone, iPod Touch and iPad) with 41 percent and RIM (BlackBerry devices) with 8 percent.

A separate report from The NPD Group found that having credit card information stolen, unknowingly having their activities tracked and device theft/loss are the top three security concerns for all smartphone owners.

Still, a rather surprising 82 percent of smartphone users have no security products installed on their phones.

“Consumers are both unaware of security for their phones and reluctant to pay for it when they are aware,” said Stephen Baker, vice president of industry analysis for NPD.

Sources:

http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-August2011.pdf

http://www.npdgroup.com/wps/portal/npd/us/news/pressreleases/pr_110921