UPDATED 08:01 EDT / NOVEMBER 18 2010

Apple Still Leads, RIM’s Devices Spread Mobile Market Share: Millennial Media S.M.A.R.T. Report

We may be heading towards an Android future, but Apple’s still holding its own in the mobile market.  Millennial Media’s S.M.A.R.T. Report for October reveals Apple’s 13-month run as the leading device manufacturer in its network, taking 25% of market share for ad impressions.

Motorola’s seen success with its Droids, working its way up to the #3 spot top leading manufacturers.  It’s a pattern we’ve been seeing from Motorola for some time, and its support of Android has certainly helped the manufacturer bounce back.

RIM’s domination could still use some help, but its myriad of devices has retained consumer interest.  It represents 6 of the top 30 mobile devices on Millennial Media’s network, with the BlackBerry Curve stealing the #2 spot from the Motorola Droid.  With high hopes for Samsung’s Galaxy smartphone an tablet series, the manufacturer saw the highest growth rate for October, at 3%.

Smartphone impression shares also saw a 3% growth rate month-over-month, accounting for over 60% of the mobile phone impression shares for October.  This breaks down to a continued, rapid adoption of smartphones on a consumer level, with Feature Phones and Connected Devices taking 28% and 11% respectively.

As far as the OS wars go, Android has managed to tie with iOS as the largest oprating system on Millennial Media’s network, reflecting widespread shifts we’ve seen in other measurements of OS distribution.  Android is growing at a rate of 8% month-over-month, and now takes up 37% of ad impressions.

This month, Millennial Media’s S.M.A.R.T. report also looks at wireless carrier network distribution, with Wi-Fi (via multiple carriers) and Verizon tied for the top spot with 19% market share.  Next is Sprint’s network at 14%, T-Mobile at 13%, and AT&T taking a much smaller portion at 9% of the market.  As connected devices become more prevalent, we’ll be seeing many more trends around carriers towards monetizing the spread of mobile, on-demand access.

The top mobile applications are games, social networks, mail and messaging, music and entertainment.  This hasn’t changed much since smartphones have become a dominant consumer device, though Millennial Media offers a global view in this month’s S.M.A.R.T. Report, noting similarities worldwide.  See here for JiWire’s report on associating public WiFi with business practices as well.


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