Blog Post

Millennial Media: Majority Of Developers Still Focused On Single Devices

Despite the growing popularity of Google’s Android system among consumers, its attempt to erase Apple’s dominance with developers will have a long way to go, the latest figures from mobile ad net Millennial Media show. In June, 89 percent of developers were creating apps for a single platform and 11 percent were developing for multiple systems. Last month, of the developers who focused on a single platform, 31 percent were focused on Android — compared to 57 percent for Apple’s OS — which is a 2 percent increase month-over-month.

In terms of ads, Apple’s system remained the leading smartphone OS on Millennial’s network in June with a 56 percent share of impressions, followed by Blackberry maker RIM (NSDQ: RIMM), which was far behind with 17 percent. Android was in third, delivering 11 percent of ad impressions, but that is expected to change dramatically over the next few months as Google (NSDQ: GOOG) strikes more deals with advertisers, such as its to-be-announced display arrangement with Omnicom Group, the world’s largest ad holding company.

In a sign that the mobile ad market is continuing to grow much more robustly than the general online space, Apple’s ad requests grew 36 percent month-over-month, thanks in large part to the newness of the iPad. Ad requests for the iPad specifically were up 206 percent month-over-month.

Android ad requests rose 23 percent month-over-month. Since January, Android has seen its growth more than quadruple, again, owing to the newness of the system. RIM, the mobile vet in the group, had more reasonable numbers, with ad requests rising 6 percent month-over-month and 41 percent since the start of the year.

Other highlights from Millennial’s monthly report included:

— Motorola (NYSE: MOT) jumped into the top 5 of manufacturers, surpassing HTC and LG.
— Gaming apps were at the top of list of app channels for the second month in a row, comprising 41 percent of all apps on the Millennial network.
— News/Current Events and Sports apps both jumped three spots, and now round out the top 3 of Millennial