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Millennial Media: Mobile Device Trends in Asia [Study]

  |  March 7, 2013   |  Comments   |  

In Asia Pacific, Samsung led the device manufacturer category in 2012 on the mobile ad network.

Apple might lead as the device manufacturer globally but Samsung dominated Asia Pacific with an impression share of 32 percent, according to Millennial Media's latest mobile ad trends report for 2012.

BlackBerry came in third position in the region with year-over-year impression growth at 6 percent impression share, due to high adoption of BlackBerry devices in Indonesia.

Apple iPhone was the top mobile phone in Asia Pacific on the mobile ad network, accounting for 14 percent impression share.

In the tablet category, Android tablets led with 50 percent impression share with Samsung the leading tablet manufacturer at 35 percent within the Android tablet category in 2012.

Apple iPad came in second as the tablet manufacturer with 49 percent impression share, an increase of 43 percent in 2011.

These report findings were based on Millennial Media's campaign data ranked by impressions from 2012 covering Asia Pacific markets: Australia, China, Singapore, Malaysia, Hong Kong, India, Indonesia, Philippines, Thailand, Taiwan, Japan, and South Korea.

More country-specific snippets for Singapore, Hong Kong, Indonesia, and Malaysia based on impression shares from 2012 indicate:

  • Samsung was the leading manufacturer in Hong Kong, Malaysia, and Singapore, with the exception of Indonesia. Even in Indonesia, Samsung's impression share tripled over the past year and trailed behind BlackBerry by 3 percent.
  • However, iPhone was the most popular mobile phone in Singapore, Hong Kong, and Malaysia. And the number two mobile phone in Indonesia that accounted for 5 percent impression share in 2012.
  • Android OS had strong impression shares in Hong Kong and Malaysia including Android tablets leading both markets, compared to Apple-centric Singapore.


Leading manufacturer: Samsung

Impression share: 26 percent, up from 14 percent in 2011

Top mobile phone: Apple iPhone (38 percent)

Leading devices: Smartphones (78 percent)

Followed by tablets (12 percent)

Leading OS (operating system):

iOS (52 percent)

Android OS (38 percent), grew 27 percent year-on-year

Leading tablets:

1. Apple iPads (68 percent)

2. Android (32 percent)

3. Samsung (24 percent)

Hong Kong

Leading manufacturer: Samsung

Impression share: 46 percent, more than doubled from 22 percent in 2011.

Top mobile phone: Apple iPhone (19 percent)

Leading device: Smartphones (83 percent), increased 13 percent year-over-year

Leading OS: Android (70 percent), increased 17 percent year-over-year

Leading tablets:

1. Android (63 percent)

2. Apple iPads (37 percent)


Leading manufacturers:


Impression share: 28 percent, up from 24 percent in 2011

2. Samsung (25 percent)

Impression share grew three-fold from percent in 2011

Smartphone impression share at 62 percent, increased 18 percent year-over-year

Tablet impression share at 13 percent, grew 73 percent year-over-year


Leading manufacturer: Samsung

Impression share: 44 percent, up from 23 percent in 2011

Top mobile phone: Apple iPhone (13 percent)

Leading OS: Android (62 percent), increased 10 percent year-over-year

Tablet impression share at 22 percent, grew 22 percent year-over-year

Android tablets accounted for 64 percent impression share, with year-over-year growth at 14 percent

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Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

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