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Smartphones continue to lead in mobile advertising

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Millennial Media, a mobile advertising network, found through a recent study that smartphones account for almost one-half of mobile ad impressions in the US. Even though more subscribers have feature phones, these users have less interaction with advanced mobile content, and therefore only account for one-third of mobile ad views.

iPhones continue to dominate ad impressions within the smartphone category, followed by BlackBerrys and Androids. Androids have seen that largest increase in ad requests, rising 72% month over month. March was the first month the Android phone was one of the three top smartphone operating systems. Requests were up 20% from Apple phones and 25% from BlackBerrys.

On other mobile devices, such as iPads, iPod touches and connected video gaming devices, Millennial Media found that those devices took a significant share of impressions. iPad impressions climbed 713% during the first full week the device was available for purchase. Numbers will only climb as the iPad and similar mobile devices continue to proliferate.

While Apple’s tight hold on the smartphone market continues, the Android has gained significant ground because of its high customer satisfaction and loyalty. Indications that Android also represents a robust mobile app platform also point to a greater share of mobile ad impressions in the future.

Android OS sees significant growth in handset market

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Android is quickly catching up to iPhone to become a mobile platform to be recognized, according to data from ChangeWave Research.

The majority of growth was seen between September and December 2009. Android-based phone purchases jumped from 6% to 21%, which the much-hyped launch of Motorola’s Droid undoubtedly was a big reason for the surge. Thus, Google’s operating system was able to overtake Blackberry in the handset market.

Although iPhone remains the top choice for handsets at 28% of the market, they did see a 4% drop between September and December 2009.

Meanwhile, overall smartphone usage continues to see a steady rise, with 42% of US consumers by December 2009. Data shows that over the past 3 years, usage of smartphones has increased 27%. Additionally, roughly 13% of respondents in the study were planning to buy smartphone over the next 90 days.

According to ChangeWave, iPhone owners were most satisfied with their handsets followed closely by Android-based phones. Satisfaction rates drop significantly with other smartphones. Another common trait the iPhone and Android users have is that they share similar mobile content habits.

Written By: Sam Kim
Information Provided By: eMarketer