Mobile ad platform Millennial Media has noted a rising percentage of impressions originating from tablets during 2012, with iOS grabbing a 58 percent share of the tablet OS mix, while Androids getting 41 a percent, reports TechCrunch. According to the report, iPad mini is seeing the highest growth for Apple while Kindle Fire is most popular among the Android tablets.
Samsung tablets were found to be the big share winners among the Androids. The report claims that main OEMs reaping the benefits of platform’s growth are Samsung, which has 45 percent of the Android tablet share, and Amazon, which managed to acquire 26 percent thanks to the release of the second-generation Kindle Fire line, representing over 500 percent growth from its share in 2011. Overall OS mix however didn’t shift much, with Android gaining one percentage point overall in 2012 versus 2011, and iOS losing one.
Millennial notes that Android continues to take up more places in the top 20 mobile phones list on its platform, while Apple continues to be the market leader with its devices in each respective category, generating an outsized helping of traffic share from just a few core devices. The iPhone ranks number one among mobile phones, growing its share from 14.67 percent in 2011 to 15.59 percent in 2012. Samsung took over the number two spot from BlackBerry with its Galaxy S line, with 4.24 percent of impressions for 2012, growing 182 percent year-over-year.
The iPad mini was among Apple’s strongest performers, growing its share of impressions at an average daily rate of 28 percent within just weeks of its initial launch.
The source says that iPad mini’s growth has set a new best for the 7″ tablet category, surpassing the rapid 19% daily average established by the original Kindle Fire in 2011.