• Millennial Media et al, Thursday, January 13, 2011 1:20 PM

Denoting a Gladwellian-like tipping point in mobile media, Android appears to have established itself as the dominant domestic smartphone platform. Google's mobile operating system now commands a 46% share of all impressions, and 55% of all revenue generated from apps, according to new data from ad network Millennial Media.

"While the numbers reflect the obvious continued growth of the Android platform, it also solidifies the idea that Android has become the top platform for mobile advertising, which is fitting considering Google's strength in advertising," according to GigaOm.

"This is the first time that Android has passed by Apple in both categories," notes paidContent. "The news lends further support to a prediction Gartner Research made in September: that the open-source Android OS would be the leading smartphone OS by 2014," Mashable points out.

Meanwhile, Apple's iOS now accounts for a 32% share of impressions, and a 39% share of revenue, according to Millennial. And, "While Apple may have lost the top spot in terms of impression share, Millennial reported that Apple continued its reign as the top manufacturer on the Millennial network," notes TechCrunch, "representing 21 percent of the network's impression share by manufacturer in December."

Month-over-month, given that Android's share increased 8% percent in impressions and 13% in revenue, it's clear to many that Google's OS is still enjoying an early high-growth phase.

Longer term, ad requests on the platform grew 141% between the third and fourth quarter of last year, and an astronomical 3130% between January and December. Yet, as GigaOm adds, "With the introduction of a Verizon iPhone, it will be interesting to see if the numbers continue in this direction or if Apple grabs back some of its share of impressions."

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