Millennial Media Releases New Report on Leading Mobile Devices, Operating Systems and Tablets

September Mobile Mix Report Finds Apple and Samsung Devices Combine for Over 50 Percent of All Mobile Impressions

BALTIMORE--(BUSINESS WIRE)--Millennial Media (NYSE: MM), the independent leader in mobile advertising and data, today released its September 2012 Mobile Mix report, the latest edition of the industry’s most reliable source for mobile device and OS trends. The September Mobile Mix report contains data from Q2 of 2012, and looks at charts such as the Top 20 Mobile Phones, Top 10 Mobile Application Categories and Top 5 Tablets.

“As advertisers and developers aim to capitalize on this shift in consumer media consumption, it’s becoming critically important to understand the latest trends in the space, and this is the driving force behind our regular Mobile Intelligence reports.”

The September report found that Apple was the leading individual manufacturer on the Millennial Media platform with over 31 percent of all impressions, and the iPhone was the leading individual mobile device. Samsung was the second leading manufacturer, and had eight different devices included in the Top 20 Mobile Phones on the Millennial Media platform. Combined, mobile devices from the two manufacturers made up over 50 percent of all mobile impressions.

The report also found 46 percent of all impressions on the Millennial Media platform were on the Android operating system, compared to 34 percent for iOS, 15 percent for the BlackBerry OS and 4 percent for Windows.

Other highlights in the September Mobile Mix report include:

• 74 percent of all impressions on the Millennial Media platform came from Smartphones, which was an increase of 8 percentage points year-over-year.
• The iPad, Samsung Galaxy Tab and Kindle Fire were the top three tablets ranked by impressions, and all three tablets were in the top 20 overall mobile devices on the Millennial Media platform.
• 95 percent of tablet impressions came over a Wi-Fi network, showing that many tablet owners are using their devices at home or work, where they have reliable Wi-Fi connections.

“Mobile devices and operating systems are growing more sophisticated by the day, and consumers are responding by spending less time with traditional media channels and more time with mobile devices like smartphones and tablets,” said Jamie Fellows, SVP, Product, Millennial Media. “As advertisers and developers aim to capitalize on this shift in consumer media consumption, it’s becoming critically important to understand the latest trends in the space, and this is the driving force behind our regular Mobile Intelligence reports.”

Visit http://www.millennialmedia.com/mobile-intelligence/mobile-mix/ to download the full report and accompanying charts and images.

Additional Mobile Intelligence reports from Millennial Media can be downloaded at http://www.millennialmedia.com/mobile-intelligence/.

About Millennial Media

Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.