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

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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, according to analysis by the mobile ad agency, InMobi. 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.

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%).

  • Apple iPhone - 27.5%
  • Apple iPod - 11.5%
  • Apple iPad - 7.0%
  • Amazon Kindle Fire - 2.8%
  • Motorola Razr - 2.2%

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: 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."

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Tags: mobile advertising  apple iphone  android  USA