While it’s been dawning on us for some time that Android is a beast, each day seems to bring new confirmation that the monster shows no signs of letting up. Android mobile ad impressions drew even with iOS for the first time, according to Millennial Media.


While it’s been dawning on us for some time that Android is a beast, each day seems to bring new confirmation that the monster shows no signs of letting up. Android mobile ad impressions drew even with iOS for the first time, according to Millennial Media (PDF). The largest independent ad network said Android OS is tied with iOS with a 37 percent share of ad impressions. That’s a big change from last month, when iOS represented 46 percent of impressions while Android grabbed 29 percent.

The Millennial data came on the same day Apple co-founder Steve Wozniak predicted Android will be the dominant smartphone platform, comparing it to the dominance of Windows. Last week, consultancy PRTM said Android is helping build a Wintel-like juggernaut with Qualcomm, dubbed Quadroid, that could ultimately weed out some manufacturers. I’m not so sure about that last point, because there seems to be a fair amount of competition still in the processor market, with Texas Instruments and Samsung in the mix, Nvidia still pushing, and Intel pressing to get into the market. The ARM-licensing model means an x86 style domination would be more difficult to maintain. Plus, Android is also more open and customizable than Windows ever was.

But the point is, Android is ascendant by almost every measure, including Millennial’s ad data. The platform last month eclipsed iPhone-only ad revenue, according to Millennial, and now appears poised to leave iOS behind in overall impressions. Android requests have gone up 65 percent month-over-month, and since January, have grown by 2,182 percent. Apple requests are up 12 percent month-over-month and have increased by 32 percent since January. Android impressions should continue to grow, especially as more Android tablets like the Galaxy Tab go on sale. And as Kevin pointed out, cheap Android phones like the LG Optimus are also selling like hotcakes.

Smartphones continued to grow overall with 61 percent of all ad impressions, up 3 percent over September. Symbian showed up for the first time on Millennial’s rankings, garnering 2 percent of ad impressions. Apple still has the most impressions by manufacturer with 25 percent, followed by Samsung (17 percent), Motorola (15 percent) and RIM (13.5 percent). The top device continues to be the iPhone. Millennial, which reaches over 80 percent of mobile web, decided to start counting connected devices — portable gaming machines, tablets and other portable Internet devices — enabling the iPod Touch to jump into third place while the iPad came in ninth.

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  1. Good article but I need to hurry up and finish the fart application on Android Market. Can see lots of $$$ there.

    1. We don’t need no stinking apps in Android Market.

      Smell me later. LOL

  2. LOL, this is all just subtle fear mongering. Android’s world we’ll just live in it, Android is a monster, Android will be like Windows. Whatever.

    1. The headline is catchy, no? But seriously, Android has a lot of momentum but it’s still very early in the game.

  3. Wozniak: Android Will Dominate iOS: Apple « Thursday, November 18, 2010

    [...] of faith in Apple to do the same) probably won’t be too well-received by Steve Jobs as the Google/Apple battle continues to heat up. But at least when the “wonderful wizard of Woz” speaks, he never [...]

  4. Angry Birds Coming to Low-End Android Phones: Mobile « Thursday, November 18, 2010

    [...] to fault Google for fragmentation, as the fast development track is no doubt responsible for the major impact Android has created in the mobile space. Like Angry Birds, Android is a force in the mobile segment [...]

  5. Looks like Gigaom gets lot of dough from google to promote Android and to diss Nokia.

    1. We’re not on the Google payroll. I’d just like some access to their cafeteria. But we’ll be there when and if Nokia shows the same kind of upward momentum with its smartphones.

      1. You may not be on their payroll, but you’re playing the same game Microsoft played with the press for years. Favorable coverage buys you access. Access buys you stories. Stories pay your salary.

        Ad impression data is not a valid measure of platform success, especially when on one platform, developers have no other way to make money. So, you’re either swallowing and regurgitating Google propaganda unfiltered, or you just don’t understand what you are writing about.

      2. Really? Well try using a global player on the mobile ad world like, say, Smaato and not a one horse US centric operation.


    2. Ummmm … fragmentation is not upward momentum. I like the paths that webOS, iOS and Windows Phone 7 are taking. They all have their shortcomings, but at least they truly have no where to go but up. Android gets re-done by the different OEMs in each device. You can go from an EVO 4G to an Epic 4G and find such a fragmented experience not just because of form factor or version number, but because of the lack of consolidated OEM, carrier, and developer support pre-retail, so the end-user suffers. I hope Android does become less fragmented but it has so many holes as it is, it’s best left in Google’s Labs. It’s very much a sloppy alpha research project. This is from a Froyo user of two different devices.

      1. Sure there is fragmentation with android headsets, but that’s also the best part. If I don’t like sense, I can go with touchwiz, motoblur, stock, cyanogen or miui. With the other Os (iOS, WebOS, win 7), I have no choice if I don’t like the default UI.

        Also when it comes to android, fragmentation is actually an good indication of upward momentum, it says that more and more variety of OEMs are making device based on android.

      2. @Wu,

        Dude…you seriously need to get laid….more often than you do now

  6. Bargain hunters need a new WIN … And google delivered the new unsafe at any speed bargain hunters delight of various os various telco skin no two phones that operate the same OS … good luck with that … What’s that new verizon deal to drive android phones cheaper and cheaper, buy 1 get 3? Bwahahaha

  7. It should be an interesting race with iOS and Android over the next couple of years

  8. andrei.timoshenko Thursday, November 18, 2010

    Why would the market not settle at 3-4 big platforms, each with roughly equal market share (changing a bit from generation to generation), as it is with consoles? What are the huge network externality benefits (for consumers) that would encourage a ‘winner-takes-all’ market structure?

  9. These aren’t global numbers. These numbers don’t reflect the title of this being an Android world. Android’s fragmentation will eventually lead to it’s dilution as each manufacturer is practically developing their own OS on top of Android kind of how Windows Phone 7 is built on top of Windows CE 6. The difference is the repulsive fragmentation. Fragmentation defined here as multiple OEM developed versions of the same core system. Samsung and HTC are guilty of developing devices (and not updating them in the case of non-most current Android version devices) that are of different versions. What this means is inconsistent OEM, carrier and developer support. It’s irresponsible to promote Android under the auspices of open source when support for it does not bring a cohesive “end” prior to deployment of the devices as a complete product before the devices reach the end-user. That’s like Oracle selling alpha Business Objects software. Open source is supposed to SIMPLIFY software use, not just expand unrestricted development for it. So far, no OEM that builds a device around Android has done so where they’ve actually closed the thick book of gaps that it has, and when/if one OEM does accomplish closing a gap, they will file patents to protect their alleged “innovations” so no competing Android provider can support the same innovation, thereby reducing the “choice” that having various OEM’s produce their own variables on Android is supposed to promote. The consumer can’t win with Android. You know what’s worse? Neither can developers and neither can Android. It’s like a summer fling built to last until just before Christmas when commitment becomes “important.” I have a really old phone because this “open source” thing is not making things better. I bought an EVO and couldn’t even get my email to come through HTC’s Exchange ActiveSync-equipped email app. Why? Because with Android, OEM’s can use their own apps, whether they break a normally functioning protocol or not. Really sad to say this because Jobs is a JERK, but Apple has got the right idea in a way. I just wish there were more form factors and more carriers it’d work with.

    1. Each OEM makes their own android version, each OEM support their own. No one ever asked Samsung to support HTC sense, or vice versa. The key is they all have to be compatible with default android platform. Developers doesn’t have to make one version for Htc phone and another for Samsung phones, they just have to make one that works on the base android format.

      I also wouldn’t worry about manufacturers filing for patents for innovations they build on top of android. No matter how many they file, bottom line is default/stock android is always available and free. The more patent/protection people file for, the more it drives other manufacturers to go stock, which take cares of all the fragmentation “problems” you speak of.

    2. Windows Phone 7 is not built on top of CE.

  10. Aren’t all U.S. market share numbers irrelevant until iPhone hits Verizon? Right now, the only option any of the other carriers have if they want to play in the smartphone market is android. Could be a whole different set of numbers once iPhone has been on Verizon for awhile.

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