During 2012, smartphones made up 75 per cent of impressions on Millennial Media‘s ad platform, according to its Year in Review Mobile Mix report. That number rose from 68 per cent in 2011, as feature phones fell from 17 per cent to five per cent.
Apple and Samsung not only remained the top two smartphone manufacturers, but both increased their share of impressions by about 5 per cent year-over-year. 2012 also saw Amazon enter the platform’s top 15 manufacturers for the first.
On tablets – which along with other non-phone connected devices made up 20 per cent of impressions – iOS made up 58 percent of impressions, compared to 41 percent for Android.
As with smartphones, Samsung was the leading manufacturer of Android tablets, accounting for 45 per cent of device impressions, followed by Amazon at 26 per cent.