Google’s Android operating system has taken a market lead in advert impressions, reports suggest.
In the past, Apple’s iOS system has dominated the market for ad impressions according to measurer Millennial Media. Now, however, it has been comprehensively beaten by the Android system, which in June 2011, took a 57 per cent market share, bringing Apple’s total to a lowly 27 per cent, techcrunch.com reports.
This is a marked difference to the figures for just a year ago when in March 2010, Apple commanded 70 per cent market share of mobile ad impressions. At the time, Android accounted for just six per cent.
The news may come as a shock to those in online marketing, with the growth being not just prolific but also sudden; the turnaround seen in just over a year.
Elsewhere in the study, smartphone usage also saw a rise, growing from 45 per cent in March 2010 to 65 per cent in June 2011. Likewise, the use of touch screen devices also saw a rise, growing from 27 per cent in 2009 to 60 per cent in 2011.
Speaking to sys-con.com of the value of the study to the industry as a whole, Millennial Media’s marketing chief Erin McKelvey explained: “Mobile research and intelligence is a cornerstone of Millennial Media.
“Mobile advertising is a high growth industry and our mobile intelligence reports are a way for us to help the ecosystem cut through the hype to make real investment and spending decisions.”