Android yields 64 per cent of Millennial Media's gaming ad impressions | Mobile Devices | Mobile Entertainment

Android yields 64 per cent of Millennial Media's gaming ad impressions

Android yields 64 per cent of Millennial Media's gaming ad impressions
Daniel Gumble

by

Devices / Blackberry / February 4th 2013 at 10:40AM

Google OS generates over twice as many impressions as Apple’s iOS.

Mobile ad platform Millennial Media’s Mobile Mix report has revealed that games continue to generate more ad impressions across the firm’s US mobile ad network than any other application category.

The report showed that Google’s Android operating system generated 64 per cent of all Millennial Media game impressions in Q3 of 2012; more than double that of Apple’s iOS, which yielded 30 per cent.

Android also accounts for 52 per cent of impressions across all app categories.

Games continue to lead the way when it comes grabbing the attention of consumers on mobile platforms, with arcade games and word games proving to be the most popular types of games amongst gamers.

BlackBerry (formerly RIM) currently lags behind both Android and iOS, making up just five per cent of Millennial Media’s game impressions.

However, BlackBerry still leads Microsoft’s Windows Phone, which accounted for a meagre one per cent. The US firm noted that one of the key reasons behind such disparity is the greater number of games available on Apple and Android devices.

Meanwhile, the report revealed that smartphones remain the core driving force behind Millennial Media’s Q3 game impressions at 74 per cent, with tablets and e-readers accounting for 23 per cent. The remaining three per cent came from feature phones.

Citing data from eMarketer, the firm suggests that there were 102 million mobile gamers in the US last year, corresponding to approximately 42 per cent of the country’s total mobile subscriber base. This number is expected to top 140 million before the end of 2014.

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