Android Has 16 of Top 20 Phones on Millennial Network, Tablets Cannibalizing PC Usage

Millennial Media's Mobile Mix monthly device report is out this morning. And once again I'll excerpt what I think is interesting. First here are some of the top bullets, representing trends the company is seeing on its mobile ad network:

  • The iPhone was the top individual device (for a long time now). However Android was the "leading OS on our network for the 7th consecutive month  . . . Android also had 16 of the top 20 mobile phones."
  • iOS impressions (iPhone, iPad, iPod Touch) grew 18% vs a year ago. Android impressions grew 11%.
  • Windows Phone impressions grew 31% quarter-over-quarter; RIM impressions grew 29% quarter-over-quarter.
  • Connected devices (iPod touch, etc.) and tablets (iPad) accounted for 18% of all impressions on the network

The share of impressions being generated by smartphones is basically flat. In March 2011 smartphones were responsible for 64% of the impressions on Millennial's network. Today, in July, it's 65%. 

Screen shot 2011-07-15 at 5.34.25 AM

So-called connected devices constitute 18% of Millennial's impressions. This month Millennial has included some InsightExpress data that addresses tablets. In the chart below are behaviors that have shifted to tablets or have been impacted by the acquisition of an iPad or other tablet device:

 Screen shot 2011-07-15 at 5.34.42 AM

These numbers are lower but consistent with other data showing that tablets do cannibalize some PC usage. Below are data from a Google-AdMob survey on the same question: 

 Picture 27

Nielsen offers similar data (May 2011): 

Now back to the Millennial data. In May iOS had a 27% share of impressions but was responsible for 45% of revenue on the Millennial network. This month, iOS's share is 26% but revenues generated are 49%. Accordingly from a revenue standpoint iOS continues to "outperform" its share percentage, while Android "underperforms": 54% share, 41% of revenue generated. 

Screen shot 2011-07-15 at 5.35.01 AM

Among the top 20 handsets that Millennial sees, there are three RIM devices and the iPhone. Otherwise it's all Android. This is an amazing story.

Google CEO Larry Page said yesterday on Google's earnings call that the company was activating 550,000 devices a day. The company also disclosed that there were a total of 135 million activated Android devices in the market. There are a total of 400 Android devices in the market.

As of the end of Q2 2011 Apple had sold a total of 189 million iOS devices, including iPod Touches and iPads.