The biggest takeaway from a report published by Millennial Media today is that smartphone users are consuming more content — and therefore more ads — on nearly every smartphone and connected device available in the market.
— Android ad requests grew 72 percent in March month over month.
— iPad impressions increased 713 percent in the first full week the device was available.
— Apple (NSDQ: AAPL) ad requests grew 20 percent month over month.
— RIM (NSDQ: RIMM) ad requests grew 25 percent month over month.
Beyond those major platforms, specific phones new to the top 20 included: the BlackBerry Tour, the Palm (NSDQ: PALM) Pixi and T-Mobile’s myTouch, showing the diversity of devices that people are buying and using to access the mobile Web. The iPhone continues to be the No. 1 device in March.
Millennial Media is perhaps the largest independent mobile ad network left in the U.S., following Google’s purchase of AdMob and Apple’s purchase of Quattro Wireless. Both AdMob and Millennial publish analysis on a monthly basis and the results can vary widely.
For instance, Millennial said that in March that Apple’s iPhone made up 70 percent of their U.S. smartphone mix. BlackBerry came in second with 14 percent of the device share, and Android was third with only 6 percent. Contrast that to AdMob, which reports worldwide smartphone information. It said that the iPhone makes up 50 percent of its network, but that Android comes in second with 24 percent. Symbian is in third with 18 percent, and RIM is in fourth place with only a sliver of market share, or 4 percent.
The major differences in the data likely derive from Millennial’s U.S.-centric business vs. AdMob’s global viewpoint.