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iPhone consumes 70% of Millennial Media's smartphone traffic

post #1 of 10
Thread Starter 
Mobile ad network Millennial Media has published a traffic report for March 2010 showing the iPhone demanding 70% of the firm's US smartphone ad impressions.

Millennial Media is now the largest independent mobile advertising network, after Google announced plans to acquire AdMob and Apple purchased the second place Quattro Wireless.

The company reports that Apple's iPhone accounts for 40% of all the ad impressions it serves on all devices, which includes smartphones, feature phones, and "connected devices," a category that includes anything that isn't a phone but can still browse the web, such as the iPod touch, iPad, Nintendo DS and Sony PlayStation Portable.

Apple's strong showing in ad impressions is largely due to the popularity of iPhone apps and the disproportionally larger presence iPhone users have in browsing the web. Apple's actual market share in unit sales globally is closer to 25%.

Interestingly, Millennial Media also breaks down its ad traffic by mobile network, reporting that requests from AT&T were about the same as those from Verizon Wireless (both were tied at 15%), with Sprint not too far behind with 12%. That indicates most iPhone users are consuming their disproportionally large amount of the pie via WiFi, which is ranked at originating 27% of the ad requests the firm witnessed.



In other words, AT&T does not appear to be handling far more data traffic than its primary competitor just because of the iPhone. The two carriers have roughly similar number of subscribers, although AT&T claims more smartphone users.

While Millennial Media didn't break down its mix of traffic for "connected devices," it's hard to imagine that much of that pie was consumed by something other than the iPod touch and iPad, as game consoles are rarely used to browse the web or run mobile apps, and nobody else sells similar devices in any quantity. The company did note that iPad traffic had increased by 713% during the first full week it was in-market, which is a nearly meaningless statistic.

The company also noted big growth for Android (up 72% over last month) and RIM (up 25%), but noted that RIM's devices originate just 14% of its ad requests, while Android devices account for only 6%. Again, mobile ad network statistics are heavily weighted toward devices that use apps and browse the web.
post #2 of 10
No real surprise there.... and those numbers are likely to increase upon the release of the (hopefully) far more capable 4th generation iPhone to a more diverse carrier lineup.

http://www.engadget.com/photos/iphon...ds-on/#2903372
"Why iPhone"... Hmmm?
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"Why iPhone"... Hmmm?
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post #3 of 10
"consumes" is simply the wrong word here. It's like saying "Ford vehicles consume xx percent of the roads". It's just the wrong adjective.
post #4 of 10
Quote:
Originally Posted by DaHarder View Post

No real surprise there.... and those numbers are likely to increase upon the release of the (hopefully) far more capable 4th generation iPhone to a more diverse carrier lineup.

http://www.engadget.com/photos/iphon...ds-on/#2903372

"more diverse carrier lineup", who did you have in mind? and I assume you mean in the US?
post #5 of 10
A representative from Millennial Media showed these charts at yesterday's iPad DC dev camp. Interesting numbers shared and talk we had.
post #6 of 10
This is why people claim that iPhone users are data hogs.

The better browser compared to Nokia and RIM makes the amount of Data consumed by iPhone users understandable. It would be interesting to see a graph of the differences between device marketshatre and mobile data market share.

My guess is that Android users consume just as much data per device, but that there are many fewer devices. Likely RIM and Nokia users consume less data per device.

Anybody got any good info on that?
post #7 of 10
Quote:
Originally Posted by DaHarder View Post

No real surprise there.... and those numbers are likely to increase upon the release of the (hopefully) far more capable 4th generation iPhone to a more diverse carrier lineup.

http://www.engadget.com/photos/iphon...ds-on/#2903372

of course there will be a new hardware release for iPhone this summer. but you are deluding yourself if you think that there will be a "more diverse carrier lineup" in the USA. it will be AT&T only. VZW won't get their greedy lil claws on iPhone until Q4 2014.
T-Mo MAY have a chance at getting it before Verizon, let me email Jobs, see what he says...he's been real good at answering emails as of late.
post #8 of 10
Quote:
Originally Posted by rushbc View Post

of course there will be a new hardware release for iPhone this summer. but you are deluding yourself if you think that there will be a "more diverse carrier lineup" in the USA. it will be AT&T only. VZW won't get their greedy lil claws on iPhone until Q4 2014.
T-Mo MAY have a chance at getting it before Verizon, let me email Jobs, see what he says...he's been real good at answering emails as of late.

I sure hope more carriers come on board, especially Verizon since it will boost the stock value instantly. T-Mobile USA still seems like the logical first step since it's only a simple little radio chip connected to the Infineon X-Gold broadband chip they will be using.

*

http://www.infineon.com/cms/en/produ...12d7390ad9000a However, since the iPad specs (and confirmed by the FCC photos) reveal only the three bands currently in use for 3GSM I have to think that Apple will still be teaming with AT&T for this next year, too. If they didn't make the effort with the unlocked iPad it seems unlikely that they would go that route with the next iPhone.
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
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Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
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post #9 of 10
Quote:
Originally Posted by solipsism View Post

I sure hope more carriers come on board, especially Verizon since it will boost the stock value instantly. T-Mobile USA still seems like the logical first step since it's only a simple little radio chip connected to the Infineon X-Gold broadband chip they will be using.

*

http://www.infineon.com/cms/en/produ...12d7390ad9000a However, since the iPad specs (and confirmed by the FCC photos) reveal only the three bands currently in use for 3GSM I have to think that Apple will still be teaming with AT&T for this next year, too. If they didn't make the effort with the unlocked iPad it seems unlikely that they would go that route with the next iPhone.

It may be lso that for the US market Apple is hedging a bit on its databanding as both Verizon and ATT roll out 4G over the next couple of years. Why not keep things simple? iPad WiFi uptake volume has taken pretty much everyone by surprise, and with the several announcements made by VZW and ATT about deploying 4G, keeping the 3G offering simple for the rest of this year into next means that they can announce (along with other upgrades) 4G capability with the new models next year. That depends largely on how well and quickly the two carriers deploy though, and Apple may opt for switchable hardware with a firmware upgrade to make 4G live.
post #10 of 10
getting back to the subject and the title of the article....

i guess whoever wrote this article didn't listen to the CEO of RIM!! didn't you know that smartphones w/touchscreens are just a passing fad? you know, like the whole internet thing, its just a fad that those crazy kids are into right now. next year it will be bell bottoms....
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