Get the current Pointer on Mobile Phones: Mobile Phone Advisor

Mobile advertisement platform Millennial Media has released their latest Mobile Mix report, covering Q2 2013, and the business is changing how things work this time around by altering its ‘Top 20 Phones’ list to a ‘Top 20 Devices,’ and adding tablets into the mix in addition to smartphones and attribute phones. This led to Apple going from occupying simply a single spot at the top of the plan, to taking 3 of the leading 4 locations, thanks to the presence of the iPod touch and iPad in addition to the iPhone.

Samsung still occupies the second area with its Galaxy S phones, which is the same from the pervious quarter, and obtains some extra presence in the leading 10 thanks to the appearance of the Galaxy Tab and Galaxy Note in the leading 10 list. HTC and Motorola lose some representation on the list, nevertheless and Amazon debuts with the Kindle Fire ranking number 8 total for impressions.

Top20DevicesApart from the changes in the Top 20 Devices, the rest of Millennial’s approach stays unmodified. So Apple taking house 39.3 percent of the total impressions broken down by device producer, with Samsung following up in second location with 26.1 percent, really does stand for a nearly 3 portion point improve for Apple, and a small dip for Samsung. HTC falls below LG in 5th place, too so there’s actually been some shift between the quarters, probably attributable to HTC One’s failure to genuinely do much to impress customers. The Apple bump is tougher to describe, since a refresh looms and no new iOS hardware was presented in between Q1 and Q2 2013.

Apple’s share of total impressions as measured by mobile OS likewise leapt. The outcome is an 8 portion point bump for Apple’s iOS in terms of OS share of overall ad impressions, compared to a 5 percentage point improve for Android. Millennial says tablet impressions continue to grow, so Apple leading that market might be exactly what’s helping iOS enhance its share. Android is still expanding, nonetheless, with both the leading canines the huge losers below were Windows and BlackBerry, both of which saw impression share dive. That’s completely understandable given the enhancing value of tablets. BlackBerry shed over half its share, for instance, dropping from 15 percent to 7 percent of total mobile advertisements served.

OSmixTablets continue to be led by iOS gadgets, so the iPad is winning out. Android accounts for 44 percent of tablets seen by Millennial’s ads, however that’s in fact down just a little from the previous quarter’s report. Perhaps surprisingly, the Google Nexus 10 saw significant development (impressions climbed up 51 percent sequentially from Q1) while the Nexus 7 held things steady at 7 percent of all Android tablet impressions. The new Nexus 7 may assist that number increase in Millennial’s next reporting period.

Regional development of specific makers indicate Samsung doing something right in particular market sections, with that producer expanding its share of impressions in the EMEA region by 13 portion points from 18 to 31 percent. Apple raised its own impressions simply one portion indicate 42 percent during the same period, but iOS as a platform rose from 23 percent to 34 percent in the Asia-Pacific region year over year, while Android shed 4 portion points (down to 60 percent general) and BlackBerry did the same, with Windows falling off the map near totally.

The huge change here is in regards to how Millennial presents and counts devices. Tablets now make up a far more essential category than feature phones when it pertains to mobile advertising, so it’s natural to see those consisted of right here alongside those older-style devices. Plus, it does a much better job of showing why Apple continues to control general in ad impressions amongst mobile gadget makers than it did previously, when Millennial revealed just the lonesome iPhone atop the plan as the sole hardware from the Mac maker.