That’s one of the facts in Millennial Media‘s Scorecard for Mobile Advertising Reach and Targeting (SMART) for October/09. As what is reportedly the largest and fastest growing mobile advertising network in the U.S., Millennial Media provides a monthly comprehensive view of key data and insights to ensure mobile is a key part of advertisers’ overall media plan.
Millennial Media’s SMART for October/09 includes a new section featuring U.S. Smartphone data by OS and a special Mobile App Snapshot provided by Mobclix. SMART features insight and analysis delivered from campaigns running on Millennial Media’s mobile advertising network.
In addition to offering the most apps – 115,000 to 13,000 for Android phones and 3,100 for BlackBerry devices – the iPhone/iPod also had the most monthly downloads, with 100 million compared to 20 million for Android and 300,000 for BlackBerry.
Android, however, had the best click-through rate in the games area, where it also led with the highest proportion of new apps year-to-date through Nov. 1.
(Market research firm iSuppli estimates that 10.7 million phones worldwide will run Android next year, up from 4.5 million in 2009. That will be equal to almost half the projected 22.3 million iPhones in the market in 2010, up from 18.7 million units this year.)
During October, Samsung regained the lead as the top device manufacturer on Millennial’s network, based on impressions generated, after losing the top slot to Apple in September. Samsung devices accounted for 23.5% of impressions compared to 21.7% for Apple. But the iPhone itself remained the top device, with nearly 12% share, more than twice that of its nearest competitor, the BlackBerry Curve.
Millennial said it reached 51.7 million people in October, or 80% of the 61.4 million U.S. mobile Web users. Overall, smartphones represented 36% of impressions and regular phones, with 64%.
Overall, smartphones represented 36% of impressions and regular phones, 64%. Millennial said it reached 51.7 million people in October, or 80% of the 61.4 million U.S. mobile Web users.