Millennial: 54 per cent of ad impressions are Android

Google platform extending its lead over the rest.

Millennial Media's August 2011 Mobile Mix has confirmed once again what we all know – that Android is surging into first place by every definition.

The mobile ad specialist says Android impressions (including both phones and tablets) grew 48 per cent month-over-month, and is now Android in the top spot with a 54 per cent share, while iOS was in second with a 28 per cent share.

Intriguingly, Windows impressions increased 48 per cent month-over-month, but we can presume that was from a small base.

The Android surge is also consolidating the dominance of smartphones in the market, with Millennial reporting that feature phones now account for just 14 per cent of our network impressions. In August 2010, that figure was 33 per cent.

The smartphone slant is also increasing the number of wi-fi connections to the ad network. They now account for 32 per cent of all connections.