Millennial Media’s Q1 Mobile Mix report has claimed that non-phone mobile devices like tablet computers accounted for 20pc of all impressions on its advertising platform during the first quarter. This was up from 15pc last year.
The report also found that Android remained the top overall operating system on its platform in the first quarter, with a 49pc share of impressions.
Apple remained the leading individual mobile device manufacturer.
“Tablets and other non-phone connected devices have established a clear role in the growing mobile ecosystem,” said Jamie Fellows, senior vice-president, Millennial Media.
“The substantial quarterly growth of impressions in this category is tied to both increased usage and adoption, and we expect this trend to continue in the foreseeable future.”
The top mobile devices for online impressions
The Apple iPad, Samsung Galaxy Tab and Amazon Kindle Fire were the top tablets in Q1, and all three were among the top 20 mobile devices.
According to the Millennial report, Android made up 14 of the top 20 mobile phones.
Samsung was the second leading manufacturer and had four of the top 20 mobile phones.
Gaming was the top mobile app category and grew 10pc compared to Q4 2011.
Mobile video views increased 958pc from Q2 2011 to Q1 2012.