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In its first two weeks on the market, the Verizon iPhone accounted for 4.5 percent of all iPhone ad impressions in the U.S. on Millennial Media’s mobile ad network, according to the company’s February Mobile Mix report.
It’s difficult to discern much from that figure, given the limited amount of data available. While it seems low, it’s worth remembering that Millennial only had two weeks of February to count for the Verizon iPhone. One thing is for sure: the company’s next mobile report for this month will tell us quite a bit about the overall success of the Verizon iPhone.
Verizon iPhone impressions will likely rise quickly on Millennial’s ad network, as the company says that Verizon phones account for 20 percent of its overall ad impressions, compared to AT&T’s 10 percent.
In terms of overall device manufacturer rankings, Apple kept its lead with 28 percent of impressions on Millennial’s network, an 8 point increase from the previous month. But Samsung, with its plethora of Android phones and tablets, is catching up quickly. The company’s presence grew 50 percent on Millennial’s ad network since January, snagging second place with 23 percent of impressions.
Despite being the leading manufacturer, Apple continued to lose out in overall smartphone operating system impression shares with 27 percent. Android led for the third month in a row with 51 percent of impression share. When it came to connected devices though, a category that includes mobile devices that don’t function as phones, Apple was once again the leader with 80 percent of impressions. That’s thanks in large part to the popularity of the iPad and iPod Touch. With more Android tablets on the horizon, the connected devices portion of Millennial’s network is sure to see some shifts in the next few months.
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