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Summary:

Android has hit a lull in ad impressions as it competes with a resurgent iOS family of devices. According to the latest figures from Millennial Media, ad impressions for both iOS and Android were tied at 38 percent, similar to last month when both were tied.

device-os&carrier-mix

Android, as you might have heard, has been on a tear, selling like gangbusters. But in Millennial Media’s latest report for November, the platform has hit a lull in ad impressions as it competes with a resurgent family of iOS devices. According to the latest figures from the independent mobile ad network, ad impressions for both Apple iOS and Google Android were tied at 38 percent, similar to last month when both were tied at 37 percent. Research In Motion’s BlackBerry OS, meanwhile, came in third place with 19 percent of impressions.

The numbers suggest that Android’s breakneck growth, at least with ad impressions, has hit a bit of a plateau on the Millennial network. Android’s ad impressions have grown from 14 percent in March, fueled by a slew of Android phones from all the major carriers, while iOS’s share has fallen from 70 percent in March. The slowdown could be temporary as more sales, particularly new Android tablets and increasing developer support, push Android forward. Or it could further illustrate what my colleague Kevin wrote about yesterday, that Android phone sales on Verizon Wireless were overtaken by iPhone sales on AT&T in the third quarter, necessitating the need for a Verizon iPhone.

The November figures also show that Apple is holding its own, boosted by a strong line-up of the iPhone 4, the iPad and the iPod touch. Indeed, the iPhone and iPod touch were the top two mobile devices on the Millennial network last month, while the iPad was seventh, and Apple remains the top manufacturer overall with a 25-percent share. While we often focus on the smartphone battle, much of Apple’s strength lies in its family of devices that share an operating system. That’s clearly an advantage until Android tablets ramp up, and it also makes me wonder why we don’t have a very good Android competitor for the iPod touch. Google hasn’t optimized Android yet for tablets either, which won’t happen until the release of Android 3.0, another factor holding back the Android platform.

The future still looks bright for Android, however. Millennial said Android applications represented 54 percent of the platform mix by revenue in November, growing 10 percent from the previous month, compared to 39 percent for iOS. Publishers said Android was the top new platform they planned to support in 2011 with 29 percent planning for Google’s platform, compared to 20 percent for the iPad and 20 percent for Windows Phone 7.

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  1. clearsam,Chicago, IL Tuesday, December 14, 2010

    this is still good news for ANDROID and Google, very bad news for iOS and Apple.

    because lets not forget, just one year ago or even less, even mentioning the idea that ANDROID may rival Apple iToys in some distant future was considered as tech blasphemy.

    Android turns out to have more potential than even Google have anticipated.

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    1. I consider a toy as being made of plastic, i.e. Android devices, with an amature looking interface. If you are going to consider one platform a toy, that would be Android devices. The iPhone is the original device that all Android devices are trying to copy, those are the toys my son.

      I can tell you have no clue about the Android business model and its obvious weaknessess. If Android has so much more potential, why don’t Android handset makers control any profits from Android. Android is a race to the bottom and is a loser as a business model and it won’t get any better.

      Lastly, Google Apps run on iPhone’s yet did the auther give you any idea of what devices were used to capture this data? Nope, for all you know those were iPhones that were creating those hits. Hell, I would put money on the idea that most of it is Apple iOS creating the hits.

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      1. Wow. You, SON, have absolutely NO idea what you are talking about. A Google app running iOS would be counted as a iOS impression. Please don’t generating lies and fantasies so you can continue to hold onto your existing beliefs.

        It’s better to not speak if you don’t know what you are talking about.

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  2. It just tells you how strong iOS is. 3 devices (iPad, iPhone and iPod) against all those devices. Also most of the apps (like Angry Birds) on Apple are paid which means very less ad impressions where as Android is full of ad supported apps.

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    1. Umm.. don’t look now, but Angry Birds is also available and going like gangbusters on the less junk-app filled Droid Marketplace. Must suck to be an Apple Fantard right now. ;-)

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      1. Am sorry if you felt that way. I own a HTC Desire HD (Ex-iphone owner) and am glad I went for the Android rather than iOS device.

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  3. @clearsam,
    Not bad news for iOS but rather bad news for RIM, Microsoft, Palm/HP, Nokia and all the others. As these figures show, iOS is well and truly holding it’s own against Android (with iOS still capturing greater unit sales as well as a larger installed base) while all of those other competitors are losing share – rapidly in some cases.

    -Mart

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  4. Android is still a very young. Only a few years old. Get comfortable Steve Jobs… Android will be sleeping on top soon.

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  5. Can anyone explain why the market share in this report is so vastly different than what Nielsen reported here in Oct?

    http://blog.nielsen.com/nielsenwire/online_mobile/us-smartphone-battle-heats-up/

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  6. Points to remember Android is a mobile ad platform and iOS is not. iOS apps use lots of time and bandwidth with minimal ad support, where as Android Apps and purpose is ad serving, which would partially explain why Android is showing better in ads served than it’s market share would support (even if you believe that Android has matched or passed iOS devices in sales the installed base of iOS is much larger as it has a much older bigger installed base).

    Also Android at least in the US will lose it’s prime competitive advantage once Verizon get the iPhone – looks like January. This could be significant – survey says 50% of Verizon Smart phone customers translating into 40% of Android Verizon customers or about 20% of Android’s total US sales.

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    1. Yes, if android is going to shine anywhere it should be in ad impressions, that’s the whole raison de tant. Without it Google makes nothing and all those dev dollars are a waste.

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    2. Android will lose huge market share when iPhone goes to Verizon. Guaranteed. The latest numbers coming from Verizon show Android has done very little for them and they will do just about anything to get their hands on the iPhone. Many Verizon users left for AT&T for the iPhone, millions in fact and they won’t come back for the latest mediocre Android copy of the iPhone of the month as Verizon now knows.

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  7. [...] Android’s meteoric rise may be slowing. In terms of ad impression, Google’s mobile OS hit a lull recently as it ran up against Apple’s revamped iOS line up, bolstered by the release of version 4.x [...]

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  8. Lots of stupid little android kids over here. Not worth spending any time here…

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  9. Rein is tepid about games on the Android market, largely because of ongoing fragmentation woes, which he says he expects Google will iron out sooner rather than later.

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    1. Fragmentation of UI, OS versions and hardware is turning out to be a much bigger problem for Android than anyone anticipated.

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  10. It really isn’t that hard to figure out how Apple is putting the hurt on Google with ads.
    Google’s business model is tracking activity on the internet and applying ads to those activities. It’s what they do and how they make their money. They don’t care if you want to see the ads, or if the ads are any good or not, they are in your face with them all the time. It’s also the only way many app developers can make any money on their apps since getting people to buy things on the atrocious Android market is not easy. Ads are very much a sideline for Apple yet they are even up with Google. Which is a really huge win for Apple. Lots of money goes to Apple for ads and advertisers are willing to pay for it because they know it will be worth it. Every dollar Apple takes in ads is potentially a dollar that Google doesn’t get. Yet Apple could get no ad revenue at all and not even miss it.

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