Android accounted for more than half (52%) of impressions on the Millennial Media mobile ad network in the first quarter, with iOS claiming 39%. That marks a six-percentage-point gain for iOS from a year ago, narrowing Android’s lead as the leading mobile platform on the network.
BlackBerry’s portion of impressions, by contrast, fell to 7% from 14% a year ago as the company’s recent resurgence with BlackBerry 10 has yet to translate into higher market share.
Smartphones overall were easily the top device type on Millennial’s network, with 70% share, down from 75% in the year-earlier period.
Eating into smartphone’s share were connected devices, including tablets, which now drive a quarter of impressions, compared to 20% a year ago. Feature phones’ share remained unchanged, at 5%. While iPad continues to generate the most tablet impressions, at 54%, Android tablets now account for 45%.
Among Android models, Google’s Nexus 7 tablet more than doubled its level of impressions from the prior quarter. In addition to the iPad, the top five tablets in the first quarter include the Samsung Galaxy Tab, the Kindle Fire, Nexus 7, and Asus Transformer Pad.
Apple was the top manufacturer overall on the network, with 37% of impressions, with Samsung edging up to 27%, BlackBerry (6.5%), HTC (4.8%), and LG (4.5%). The iPhone was again the leading mobile phone by a wide margin -- driving 20% of impressions, followed by the Samsung Galaxy 5 (8.7%) and BlackBerry Curve (3.3%).
When it comes to apps, games was the most popular category, followed by music and entertainment, communications, mobile social media, and productivity and tools. Taking a closer look at the No. 2 category, Millennial found that music and radio apps delivered about half the impressions, with humor apps driving 38%, photo and video, 7%, and personalization, 4%.