FYI

Samsung ahead of Apple in APAC mobile advertising report

A report from mobile ad firm Millennial Media has released a report that shows which handset manufacturers carry the most advertising in the region, with Samsung ahead of Apple.

The announcement:

Millennial Media – Q1 2013 Mobile Mix Report

APAC
* Samsung was the leading manufacturer (All Devices) in Q1 2013, representing 36% of the impressions. Samsung has 13 mobile phones in the top 20 Mobile Devices on our network, accounting for 29% of the impressions on our network. Samsung has gained 13% impression share quarter-over-quarter in Q1 2013.
* Apple was the second largest manufacturer (All Devices) to represent 25% of the impressions in Q1 2013. The Apple iPhone remained the top mobile phone in the Top 20Mobile Phones with 22% impression share on our network.
* Smartphones led the device mix with 69% of impression share while tablets drove 16% of impressions on our network in Q1 2013.
* Android OS was the leading Operating System with 56% impression share, followed by iOS with 25% impressions share in Q1 2013.
* Top 5 tablet devices in Q1 2013 on the Millennial Media platform were Apple iPad, Samsung Galaxy Tab, Motorola Zoom, Google Nexus 7 and Epad P7901A.
* Games applications were top in the Top Mobile Application Categories on our platform in Q1 2013.
* Productivity and Tools applications were among the fastest growing application category with a quarter-over-quarter impression growth of 67% in Q1 2013 as mobile phone users reply more on their mobile devices to perform daily tasks and activities.

Singapore
* Apple was the leading manufacturer in Q1 2013, representing 45% of the impressions. Apple iPhone remained the top mobile phone, making up 47% of impressions.
* Samsung was the second largest manufacturer with 39% of the impressions in Q1 2013. Samsung has 13 mobile phones in the top 20 Mobile Devices, accounting for 38% of the impressions on our network.
* Samsung outpaced Apple in quarterly impression growth in Q1 2013, with 13% quarter-over-quarter impression growth, compared to Apple with 3% Q/Q impression growth in  Q1 2013.
* Smartphones were the leading device with 74% impression share while tablets drove 16% of impressions in Q1 2013.
* iOS led the Operating System mix with 45% impression share, followed closely by Android Operating System with 44% impression share in Q1 2013. Both Operating Systems experienced impression growth quarter-over-quarter in Q1 2013.
* Game applications were the leading category in the top 10 Mobile Application Categories on our platform in Q1 2013.
* Social applications gained impression share in Q1 2013 as mobile consumers accessed their smartphones and tablets to stay connected with their family and friends in the social media space.

Malaysia
* Samsung dominated the manufacturer mix with 59% impression share in Q1 2013. 16 of the top 20 mobile phones were Samsung phones.
* Apple was ranked second in the manufacturer mix on our platform in Q1 2013, representing 21% of platform impressions in Q1 2013. Apple iPhone remained the top mobile phone with 22% of platform impressions.
* Smartphones led the device mix with 66% of impression share while tablets accounted for 30% of impressions in Q1 2013. The share of impressions from smartphones grew nearly 5% quarter-over-quarter in Q1 2013.
* Android dominated the Operating System mix with 66% impression share in Q1 2013. The second largest Operating system was iOS, accounting for 26% impression share in Q1 2013.
* Games applications maintained their spot as the top application category in the top 10 MobileApplication Categories on our platform in Q1 2013.
* Productivity and Tools applications were among the fastest growing application category with a quarter-over-quarter impression growth of 89% in Q1 2013 as mobile phone users turn to their mobile devices to perform daily tasks and activities

Indonesia
* Samsung led the manufacturer mix with 41% of platform impressions on our network in Q1 2013. This manufacturer grew 32% quarter-over-quarter in impressions in Q1 2013. Samsung has 10 mobile phones in the top 20 mobile phone category for a total of 29% of impression share.
* BlackBerry was the second largest manufacturer, accounting for 31% of impressions in Q1 2013. Nine BlackBerry smartphones were in the top 20 Mobile Phones on our platform, for a combined impression share of 25% in Q1 2013. Blackberry grew 23% quarter-over-quarter in impressions in Q1 2013.
* Apple was ranked third in the manufacturer mix with 8% of platform impressions in Q1 2013. Apple iPhone was the top mobile phone within the top 20 mobile phone category, with 8% of impressions on our network in Q1 2013.
* Smartphones led the device mix with 64% of impression share, while tablets accounted for 19% of impressions in Q1 2013. The share of impressions from smartphones grew 9% quarter-over-quarter in Q1 2013.
* Android was the leading operating system, representing 49% platform impressions in Q1 2013. The share of impressions from Android devices grew 11 percentage points quarter-over-quarter in Q1 2013.
* BlackBerry was the second largest Operating System in Q1 2013, accounting for 20% impression share. Adoption for BlackBerry devices continue to grow with a 22% uplift in impression share quarter -over-quarter in Q1 2013.
* Game applications moved up to the number one position on the top Mobile Applications Categories, to represent 26% of impression share on our platform in Q1 2013.

Hong Kong
* Samsung was the top manufacturer with 56% of platform impressions on Millennial Media’s network in Q1 2013. Thirteen Samsung smartphones were in the top 20 Mobile Phones, for a combined impression share of 50% in Q1 2013.
* Apple represented 20% of the impressions in the Manufacturer Mix on our platform in Q2 2013. Apple iPhone was the leading mobile phone in the top 20 mobile phone category, with 21% impression share on our network. Impression share for Apple devices continued to grow with 16% quarter-over-quarter uplift in Q1 2013.
* Smartphones represented 78% of the impressions in the device mix while tablets accounted for 18% of impressions on Millennial Media’s network in Q1 2013.
* Android was the leading Operating System with 68% impression share while iOS was the second largest with 26% impression share in Q1 2013.
* Games applications maintained their spot as the top application category in the top 10 MobileApplication Categories in Q1 2013.

India
* Samsung led the manufacturer mix with 60% of platform impressions on the network in Q1 2013. Samsung has 16 mobile phones in the top 20 mobile phone category for a total of 51% of impression share.
* Apple was the second largest manufacturer with 11% of impressions in Q1 2013. Apple iPhone was the leading mobile phone in the top 20 mobile phone category, with 11% impression share on Millennial Media’s network.
* Smartphones represented 75% of the impressions in the device mix and tablets had 11% impression share in Q1 2013.
* Android dominated the Operating System mix with 63% impression share in Q1 2013. The second largest Operating system was iOS, accounting for 14% impression share in Q1 2013.
* Games applications maintained their spot as the top application category in the top 10 MobileApplication Categories in Q1 2013.

Source: Millennial Media, Q1 2013 & Q1 2012
Markets: Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam, India, Hong Kong, Taiwan, China, Japan, South Korea, Australia

Q1 Mobile Mix Report – Global Highlights
* Apple was the top manufacturer on Millennial Media’s platform and impressions from all models of the iPhone grew 28% from the previous quarter.
* Samsung was the second largest manufacturer, and saw impressions increase 19 percent from the previous quarter.
* Amazon broke into the list of the top 10 manufacturers and saw impressions increase 125% from the previous quarter.
* Android and Apple both increased their overall share of impressions year-over-year, with Apple going from 33% to 39%, and Android going from 49% to 52%.
* Non-phone connected devices (i.e. tablets, e-readers, etc.) increased their share of impressions year-over-year from 20 percent to 25 percent.
* Android tablet impressions grew 96% year-over-year, and now make up 45% of total tablet impressions.
* The Samsung Galaxy Tab was the leading Android tablet, with 35% of those impressions, followed  by the Kindle Fire, with 28% of Android tablet impressions.

Source: press release

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