Since its launch, Apple's iPhone has been the premium platform for advertisers to reach mobile users. However, data from US mobile ad network Millennial Media shows how the introduction of Android handsets into the market is shifting its dynamics.
The number of ad requests from Android devices rocketed last year as manufacturers introduced the OS into their handset portfolios. IPad ad requests rose significantly as sales grew in the run-up to Christmas.
Smartphones accounted for 60% of ad requests on the Millennial Media network in the US in December. Yet feature phones continued to generate a significant proportion, while a tenth of requests were made by devices like the iPod Touch. Almost half of all smartphones on the network were powered by Android. HTC and Motorola have used Google's operating system to improve the popularity of their handsets.
Social networks were clearly the most popular destination for mobile internet users in the US in December. Portals, such as those run by mobile operators and internet brands like Yahoo, were also popular.
Copyright: Centaur Communications Ltd. and licensors
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