The Q1 2012 report reveals that Apple's iOS maintains its top spot in the UK with 45.7 percent of share, despite falling by 2.7 share points in the last quarter. The top three handsets in Q1 2012 are Apple devices, which make up almost half (46%) of total handset impressions.
Lee Blyth, Head of UK Sales at InMobi comments: "This is our first Mobile Insights report in the UK this year, and we have seen a strong increase of the mobile web, which holds a 78 percent share of total advertising impressions, a 20 percent increase from Q4 2011. The InMobi network is serving 9.5 billion impressions, demonstrating that the reach offered by mobile devices to local, regional and global brands is continuing to grow."
| Regional Share | PtChg | ||
|---|---|---|---|
| Q1 2012 | Q4 2011 | ||
| iOS | 45.7% | 48.4% | -2.7 |
| Android | 26.1% | 22.1% | +4.0 |
| RIM OS | 16.7% | 14.4% | +2.2 |
Blyth continues: "Apple continues to dominate the operating system share of impressions in the UK, with iOS maintaining its lead over Android and RIM, despite their own gains, and Apple devices account for almost half the ad impressions reported in Q1 2012."
| Regional Share | PtChg | ||
|---|---|---|---|
| Q1 2012 | Q4 2011 | ||
| Apple iPhone | 26.7% | 23.6% | +3.1 |
| Apple iPad | 11.9% | 15.3% | -3.4 |
| Apple iPod | 7.1% | 9.5% | -2.4 |
Blyth concludes: "In the UK, mobile ad growth continues to be driven by smartphones, and we have seen a 12 percent increase in smartphone usage since Q4 2011. As 20 percent more consumers use their mobile devices to access the mobile web, smartphone impressions now outnumber advanced phone impressions by more than 20 to 1, allowing more opportunities for premium publishers to create more engaging, interactive rich media ads."
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