Analytics firm Millennial Media, the second-largest mobile advertising platform behind Google, on Tuesday released its monthly Mobile Mix report for November. Similar to their October survey which saw Android’s growth slowing (and iOS gaining) compared to the summer period, for the month of November both Apple’s and Research In Motion’s respective platform grew at the expense of Google’s. Specifically, Android went from 56 percent ad requests in October to 50 percent in November.
Meantime, iOS went up from 28 percent ad requests in October to 30 percent in November while the BlackBerry platform recorded the biggest gain of all mobile platforms, increasing its share of ad requests from 13 percent in October to 17 percent in November. Because both iOS and BlackBerry grew their combined ad impressions by six percentage points – the same amount Android lost in the period – it is safe to assume that Apple and Research In Motion gained traction at the expense of Google’s mobile platform.
The findings are in stark contrast to the seemingly unstoppable Android growth that appears to have slowed down during the crucial holiday sales period. Android in November doubled iOS in ad impressions but last month their respective share changed to 50 percent for Android versus 30 percent for iOS. The Kindle Fire vs. iPad adoption figures and more charts right after the break.
As for the Kindle Fire, Millennial reported that ad requests coming from Amazon’s $199 Kindle Fire tablet that launched mid-November have grown at an average daily rate of 19 percent, enough to slightly outpace the iPad’s April 2010 launch. Millennial notes it is seeing a monthly run rate of hundreds of millions of ad impressions on the Kindle Fire. As for individual devices and device vendors, Apple’s iPhone remains the top handset with a 13.54 percent share of ad impressions in November (up from 12.53 percent in October), followed by the BlackBerry Curve (5.87 percent), Motorola’s Droid X (5.27 percent), HTC’s EVO 4G (3.18 percent) and LG’s Optimus (3.08 percent). Apple also leads the list of the top phone vendors with a 25.66 percent share of devices (up from 23.50 percent in October), accounting for one in four handsets in November. Samsung went from 17.24 percent in October to 17.47 percent in November, enough to reclaim the #2 spot. HTC lost a significant share and slid to the fourth place, going from 18.11 percent in October to 12.64 percent in November, while Research In Motion beat the Taiwanese company for the third spot on the 14.57 percent share (just 10.86 percent in October). Note that Millennial Media bases its survey on tracking ad requests in mobile apps that incorporate its advertising platform so the results may not paint a representative picture of the whole market. Still, the numbers can be interpreted as a pretty accurate guidance of current market trends.