By Leena Rao
Mobile ad network Millennial Media is releasing its monthly data on mobile devices and OS market share for November today. Millennial’s ads reach 63 million of a total of 77 million mobile web users in the U.S., or 81 percent of the U.S. mobile web.
Similar to last month’s report, Android tied with iOS as the largest Smartphone OS on the network for November, with both mobile operating systems sharing 38 percent of ad impressions on the network. Both Android and iOS’s share increased by one percent from last month. RIM followed Android and iOS with a 19 percent impression share in November, down one percent from October.
One of the more interesting data points from the network’s report is that Android apps represented 54 percent of all apps on the Millennial network and are averaging 10 percent growth month-over-month over the past 4 months. Apple (AAPL) was second on the list with a 38 percent share. Additionally, Android was named the leading platform that publishers/developers intend to support in 2011, with the iPad and Windows Phone 7 tied for second on the list.
General smartphone impression share decreased by 3 percent month-over-month and accounted for 58 percent of the mobile phone impression share in November. Feature Phones and WiFi Connected Devices (i.e. the iPad) experienced a 1 percent and 2% increase in impression share month-over-month, respectively. Together, they represented 42% of impressions in November.
Millennial also reported that Apple continued its reign as the top manufacturer on the Millennial network (as it has been for the last 14 months), representing 25 percent of the network’s impression share by manufacturer in November. In terms of actual devices, the iPhone and iPod touch made up the top two individual mobile devices.
Samsung came in second in terms of manufacturers, followed by Motorola (MOT) with a 15 percent impression share Motorola had three devices in Millennial’s network—Droid, Droid 2 and Droid X). RIM devices represented ﬁve of the Top 30 Mobile Devices on Millennial’s network, with a combined impression share of 11 percent in November.
While Android is eating away at the smartphone market share that Apple and RIM once commanded, there’s the possibility that Android’d rampant growth could be slowing down. The OS only posted a 1 percent increase in impressions share on Millennial’s network versus an 8 percent increase in October.
It will be interesting to see if Android can manage to surpass impression share in December. According to a new IDC report, Millennial is the third largest network behind Google AdMob and Apple’s iAd, so a shift in share on Millennial’s network would be significant.