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Second quarter mobile ad market growth of 40% driven entirely by smartphone platforms in North America
Posted: 16-Jul-2011 [Source: InMobi]

[InMobi reports its mobile ad network serviced 104.9 billion mobile advertising impressions during the second quarter with smartphones being the sole driver of growth.]

San Mateo, CA -- InMobi, the world’s largest independent mobile ad network, released its Mobile Insights Report: North America Edition Q2 2011, sharing its quarterly network data insights. This comprehensive report is the first of an on-going series to analyze quarterly data trends on InMobi’s network, which served 104.9 billion mobile advertising impressions across the globe in Q2 2011. During this time period, North America impressions grew by almost 40% over the prior quarter to reach 18.7 billion mobile ads. The report finds that smartphones are the sole driver of growth in the market with a 65% increase since Q1 2011. Nearly four of every five ads in the region are now delivered on a smartphone platform.

Commenting on the study, Anne Frisbie, VP Managing Director North America, InMobi, says, “With North America mobile ad growth driven solely by smartphone users in Q2, we are at a critical inflection point in the industry with the transition from feature phones to smart phones now nearly complete. It’s do or die for many brands and agencies; winners and losers will look back on the 2H of 2011 as pivotal for their advertising strategies.”

The report also highlights the strength of iPhone OS, which captured 11.0 share points in Q2 versus Q1 2011. Whilst Android remains the #1 mobile ad platform in the region by mobile ads with 33.2% market share, Apple is only 3.9 share points behind Android. The Apple iPhone (14.8% share) and Apple iPod Touch (12.4% share) hold the top two device spots, the Apple iPad is now the 7th ranked device, representing 2.1% of total mobile ads in the region.

Top 3 OS Systems: % Share Available Impressions – North America Q1 2011 Q2 2011 Pt Chg Android 37.2% 33.2% -4.0 iPhone OS 18.3% 29.3% +11.0 Remaining OS 44.6% 37.5% -7.0

James Lamberti, VP Global Research & Marketing at InMobi, comments: “This is a historic moment in the mobile advertising ecosystem. $50 Android phones are now competing with $600 iPads and every segment of the market now has access to a smart device. The result today is a mobile ad market with 50% of ads in native mobile applications. By the end of 2011, we expect 90% of all mobile ads will be seen by consumers on a smart platform.”

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