Android apps dominate Millennial network - Mobile World Live

Android apps dominate Millennial network

14 DEC 2010

Android applications dominate the industry and look set to continue this trend, to judge from new research from mobile advertising vendor Millennial Media. “Android applications represented 54 percent of the [company’s] Application Platform Mix in November [in terms of revenue], averaging 10 percent growth month-over-month for the past four consecutive months,” noted Millennial. This growth follows recent analysis from the company which claimed that Android is the leading new platform publishers and developers plan to support (followed by Windows Phone 7 and Apple iPad, who both tied for second place.)

Breaking down the industry into app categories, Millennial found that the popularity of Gaming applications on its network continued as it remained the leading application category, accounting for 28 percent of its application impressions in November. Music & Entertainment apps moved up to the number two position in November with 22 percent of the impression share. Within this category, Television & Movie app impressions more than doubled month-over-month, but Music apps still lead the category with over 70 percent of the impression share.

Interestingly, Automotive apps entered the Top Mobile Application Categories for the first time last month. “Automotive app impressions more than tripled month-over-month, reflecting the increased use of mobile as consumers researched new auto purchases and end-of-year promotions,” noted Millennial.

Millennial’s findings were reported in its latest Mobile Mix survey and are based on campaign and network data from the company’s work with US carriers, media networks and publishers. Millennial claims to deliver “the largest data set of any third-party US mobile advertising network.”


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