Mobile ads are viewed primarily on smartphones, finds Millennial Media, which measures ad impressions. Feature phones and Internet-connected devices (including tablets, iPod Touch, Sony PSP, etc.) are about equally likely to be used for viewing mobile ads.
Touchscreen devices (led by smartphones) make up 69% of devices used to view mobile ads. Phones that combine both touchscreens and QWERTY keyboards make up 11%, while QWERTY-only and keypad-only devices each make up 10%.
Half of mobile ads are currently designed for the Android operating system, while 40% are designed for Apple’s iOS.
Music and entertainment are the most-popular apps, followed by games.
Source: “The Mobile Mix: Mobile Device Index,” October 2011, Millennial Media, Erin (Mack) McKelvey, SVP Marketing, 2400 Boston St., 3rd Fl., Baltimore, MD 21224; 410-522-8705; marketing@milliennialmedia.com; www.millennialmedia.com. Price: Available online at no charge.
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