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iOS claws back mobile ad share from Android in March

updated 09:05 am EDT, Thu April 14, 2011

Millennial shows iOS regaining ground on Android

Millennial Media in its report for March mobile ad share showed Apple bouncing back in mobile ad share. The Verizon iPhone was credited with an 11 percent spike in iOS ad hits just over the past month. While Android still had the leading share specific to smartphones at 48 percent to the iPhone's 31 percent, Apple's ad impressions were now growing faster as well, at 29 percent month-to-month versus 23 percent.

Verizon's iPhone also played a role in cementing Apple's lead as the top device maker. It had 32.08 percent of the ad traffic by manufacturer, a 14 percent improvement from February. The iPhone as an individual device also shot up 17 percent to claim 19.42 percent. About 14 of the top 20 devices were Android models, but RIM's BlackBerry Curve had unusually fought back to get second spot with a much smaller 5.37 percent.

RIM saw an unusual 29 percent boost in smartphone share to claim 18 percent, credited mostly to the BlackBerry Torch. Its overall impression growth was much lower than peers, at 14 percent.

Apple's platform was still the top place to generate revenue at 47 percent of the cash from ad results where Android was at 36 percent. BlackBerry developers made up just seven percent of the revenue.

Verizon's thriving on Android gave it the largest carrier share at 19 percent versus AT&T's 11 percent. Games remained the top category for individual app types running ads, and touchscreen devices were the unambiguous leaders at 59 percent of traffic.

The resurgence doesn't represent hardware market share but can indicate trends in real device sales, which Millennial thought would come into play in the near future. Apple's iPad 2 launch and other tablets like the BlackBerry PlayBook meant that the smartphone mix would reflect the actual OS share less and less as non-phone devices gained greater importance.

by MacNN Staff



  1. facebook_Matt

    Via Facebook

    Joined: Apr 2011


    Wait whoa hold on...

    So, every model of iPhone out there counts as an "iPhone" while all the Galaxy S phones count seperately? The Droid and Droid 2 count as separate devices while the iPhone 3GS and the iPhone 4 count as one?

    Wow. Talk about skewed results.

  1. macnews1

    Joined: Dec 1969


    skewed results...

    You are correct the results do seem skewed and I don't fully understand why. I was going to come up with some theories but each time I start writing another possibility comes up. It would be nice to know WHY they didn't break out iPhone 3G/3Gs/4G when they did with all the other devices.

    On the note of mobile ad share... my apps run iAds and honestly have not been that happy with the results. I'm getting a 40% fill rate at best and that is in the recent months. Prior to that the rate was pitifully low. From talking to other devs, iAds pay more per CPM but if you don't fill, you don't get paid. While iAds may also look a bit better in app, I have run in to problems coding. Plus, I *think* Ad Mob allows me to put in my own "house" ads to my app. I wish Apple would allow me to do this as well vs having to buy ads on the network.

  1. marthill

    Joined: Dec 1969


    iOS vs Android

    Why does this article not highlight the most important fact that according to the data from Millennium shown above, iOS as a whole still has a much larger market share than Android as a whole?

    The important graph above is titled "Application Platform Mix" which compares all iOS operating system devices to all Android devices.

    As usual, iOS beats Android by a large margin 47% to 36%.

    This compares to Millennium's Application mix data from 4 months earlier when iOS actually trailed Android 39% to 54%.

    So iOS has actually gained 20% more market share in 4 months while Android has lost 33%

    This is the big news. Why does no one report this?

    All everyone ever does is compare Android smartphones and tablets against just the iPhone instead of comparing operating system against operating system. It is quite depressing.


  1. shockme

    Joined: Dec 1969


    For those too lazy to add...

    The breakout for Top 20 ad access by OS works out to:

    iOS = 19.42 (potentially iPhone, iPhone 3G, iPhone 3Gs, iPhone 4 for AT&T and iPhone 4 for Verizon)
    Android = 23.48 (all carriers, all devices)
    BlackBerry = 9.09 (all carriers all device)

    By Manufacturer (all devices per manufacturer)
    Apple 19.42
    HTC 9.09
    BB 8.14
    Samsung 6.4
    Motorola 6.14
    Huwei 1.85

  1. wrenchy

    Joined: Dec 1969


    @ FB Matt

    Yes Matt, it's all about the spin.

    Anything to make Apple look good. Macnn would never put stats that show the competition, ... what's that word.... oh yeah, "PiP" Apple.

  1. testudo

    Joined: Dec 1969


    Re: iOS vs. Android

    As usual, iOS beats Android by a large margin 47% to 36%.

    This compares to Millennium's Application mix data from 4 months earlier when iOS actually trailed Android 39% to 54%.

    So iOS has actually gained 20% more market share in 4 months while Android has lost 33%

    No, it means nothing of the sort. It all depends on what the h*** is meant by "Application mix". Because, no one here would believe for one second that Android had a 54% market share in anything over iOS.

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