Robert Woolfrey is managing director for Southeast Asia at Millennial Media, where he brings a unique combination of experience in mobile advertising and mobile operator business development. Follow him on Twitter at @robwoolfrey.
Apple has long been a frontrunner in the global mobile device industry, but this year, the company may need to bring its focus to Asia Pacific, as Samsung closes in on this highly competitive, technology-hungry marketplace.
Millennial Media recently released our Q1 Mobile Mix Report, which takes an in-depth look into mobile devices, OS’s, applications and device trends on our platform. The data comes from actual consumer usage, and all of the statistics are pulled from the campaigns and impressions we see on our platform. Whenever possible, we include the same categories and charts in every report we put out, so readers can compare current reports with past reports, and gain visibility into the evolution of mobile.
One example of a large change we’ve seen is the rise of Android. In Q1 of 2010, Android made up only 6 percent of all impressions. In Q1 of 2013, it comprised a whopping 52 percent.
In Asia-Pacific, Android overtook Apple’s iOS with a 56 percent impression share in the first quarter of 2013. Android has already broken into markets such as Indonesia, which has long been a key market for Blackberry. Singapore is the only market in Asia-Pacific where iOS remains the leading operating system with 45 percent impression share, yet it leads over Android by only 1 percent.
Samsung also outpaced Apple in quarterly impression growth in Q1 2013, with 13 percent quarter-over-quarter impression growth, compared to Apple which only had a 3 percent growth.
The mobile industry also saw the rapid growth of tablets and non-phone connected devices.
In the last year, this category has increased their share of total impressions on our platform from 20 to 25 percent. In APAC, the top 5 tablet devices in Q1 2013 were the Apple iPad, the Samsung Galaxy Tab, the Motorola Zoom, the Google Nexus 7, and the Epad P7901A. Tablets drove 16 percent of all impressions.
To download the full report which includes insights into the growth of smartphone and tablet devices, as well as a spotlight on the Android operating system, please visit the Millennial Media website here. This report marks the 79th research report released by Millennial Media.