In its quarterly mobile use report, Millennial saw that Apple had a clear lead in the field of device makers based on brand. With 28.3% of the traffic hitting Millennial ads coming from Apple, it is clear that the trend-setting tech company has the market in its grasp and is a key target for advertisers.
Samsung was the closest second across various devices (looking at tablets and phones), picking up a share of 18.25% of the overall market impressions.
When just looking at smartphone ad impressions, the iPhone maintained 15.1% of the mobile ad impressions, while the Blackberry Curve comes in second with 4.44%.
So marketing and advertising teams can see just where the mobile traffic is originating from. The majority of traffic overall is still coming from the Android platform rather than iOS, but that is greatly due to the variety of mobile makers that have licensed that operating system, compared to the singularity on the Apple side.
Android operated phones accounted for 14 of the top 20 mobile phones, ranked by ad impressions. RIM had five handsets in the top-20, while iOS only has the iPhone.
On the tablet end of things, Millennial pointed out that the ad impressions are up by 33% over last year, with iPad grabbing the lead. Tablets account for 73% of all ad impression traffic, versus 62% the year before.
On the application end of things, gaming was the top mobile app category and grew 10% compared to Q4 2011.
And as more businesses optimize their content for mobile, mobile video views increased 958% from Q2 2011 to Q1 2012.
"Tablets and other non-phone connected devices have established a clear role in the growing mobile ecosystem," said Jamie Fellows, SVP, Product, Millennial Media, in a statement. "The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future."
So far there has been no slowing in the amount or rate of people consuming on their mobile devices, so content creators and advertisers best increase their attention in that arena.