Emerging TechnologyMobileRIM and Android Eat into Apple’s Mobile Ad Dominance

RIM and Android Eat into Apple's Mobile Ad Dominance

Share of ad impressions to Apple smartphone devices from Millennial Media's network falls below 50 percent in May.

Mobile ad impressions from smartphone devices running Google’s Android OS and RIM OS grew in May, while those from Apple devices fell considerably, according to data from Millennial Media.

The mobile ad network reported ad impressions across its network from Apple smartphones fell 14 percent between April and May, while Android and RIM devices saw growth of 5 percentage points and 2 percentage points, respectively.

Overall, Apple’s OS continued to dominate the smartphone space in terms of ad impressions, but fell to well under half, representing 48 percent. Google’s Android, meanwhile, grew to account for 15 percent of ad impressions in May, while RIM OS remained in the second spot with a 19 percent share.

Millennial’s data omits connected devices that do not offer phone functionality, such as iPod Touch, iPad, and Sony PSP devices.

Share of Ad Impressions by Smartphone OS, May 2010 vs April 2010
Share of Impressions (%)
Operating System April 2010 May 2010

Month-over-Month Point
Change (%)

Apple OS 62 48 -14
RIM OS 17 19 2
Android 10 15 5
Other 3 8 5
Windows Mobile OS 5 4 -1
Danger 3 2 -1
webOS 1 2 1
Symbian n/a 2 n/a
Note: Impression share percentages only refer to impressions from Smartphones in the U.S. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Data does not include Connected Devices – handheld devices which can access the mobile web but are not a mobile phone, including iPod touch, Sony PSP, Nintendo DS, iPad, etc.
Source: Millennial Media 2010

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