Apple Continues to Lead Mobile Ad Impressions in North America but Android Closes In

Smartphone Growth Ahead of Tablets and Connected Devices

Dec 13, 2012, 09:00 ET from InMobi

SAN FRANCISCO, Dec. 13, 2012 /PRNewswire/ -- InMobi, the leader in mobile-first technology platforms, and the largest independent mobile ad network today released its latest InMobi Insights Report, US edition. The report reveals that Apple continues to lead the North American mobile ad impression market, with iOS taking 46% market share and increasing in size by 4.1% from the previous quarter.  Android continues to track closely, with a higher growth rate than iOS at 5.4%, and currently commands 43.6% OS share, a difference of just 2.4% from iOS. Both platforms continue to remain highly competitive, highlighting a clear opportunity for mobile advertising across both Android and iOS in North America.

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The data, sourced from the InMobi mobile advertising network from September to November 2012, reveals that Apple devices take the top three positions in terms of total handset share of impressions, with the iPhone leading the market with 27.5%, ahead of the iPod (11.5%) and iPad (7.0%).

Mobile Device

Handset Share of Impressions

Apple iPhone


Apple iPod


Apple iPad


Amazon Kindle Fire              


Motorola Razr


In terms of overall share of manufacturer impressions across smartphones and tablets, Apple significantly leads the market with 46% market share, followed by Samsung with 17% and HTC at 8%.  From all of the leading manufacturers included within the report—Apple, Samsung, HTC, Motorola, LG, RIM and Amazon—only BlackBerry manufacturer RIM experienced a decline in its share of impressions over the last quarter, going against the positive growth trend.  Both the smartphone and tablet device market experienced a positive growth last quarter.

Crid Yu, Vice President and Managing Director, North America, InMobi, comments: "Mobile advertising continues to show a positive trend in North America, tablet and connected devices are growing significantly, but smartphones are currently experiencing higher growth."

Yu continues: "Over two-thirds of ad impressions on the InMobi network last quarter were from mobile apps, which is fantastic news for developers.  This shift in mobile app advertising is also great for marketers as it allows them to create a more immersive and compelling experience for the user, which ultimately benefits the success of their campaign." 

You can download the latest InMobi Mobile Insights Reports under the Network Data section of the InMobi Research page for free at: 

WEST COAST CONTACT: Dan Gamble, +1-415-971-7938, for InMobi US
EAST COAST CONTACT: Hazel Watts, +1 617 291 7391, for InMobi US

About InMobi Insights 
InMobi is committed to mobile industry education and thought-leadership. Its reports leverage consumer surveys via mobile devices, combined with data sourced from its network across six continents and 200 countries.

About InMobi 
InMobi is an innovative mobile technology company that enables the world's leading brands, developers, and publishers to engage global consumers. InMobi builds mobile-first technology platforms that leverage advances in big-data, user behavior, and cloud-based architectures to simplify advertising. Agencies and advertisers leverage InMobi platforms to create HTML5 rich media ads and engage 578M consumers across 165 countries. Developers and premium publishers use InMobi platforms to acquire and monetize their mobile apps and their mobile websites across the globe. With offices in multiple continents, InMobi provides global reach with local service and support. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures.

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