The volume of smart phone impressions on the Millennial Media platform is increasing, but not as quickly as impressions from non-phone connected devices, represented primarily by tablets, according to Millennial Media’s latest Mobile Mix report. In Q1, the company reports that non-phone connected devices accounted for 25% of total platform impressions, up from 20% a year earlier. That 5% point gain came entirely at the expense of smart phones, which dropped from 75% to 70% share of impressions. Feature phones, somewhat surprisingly, kept steady at 5%.
The company notes that the drop in share of impressions represented by smartphones doesn’t mean that volume of impressions are down. Still, the increasing share of total impressions accounted for by non-phone connected devices (up from 14% share in Q3 2011) underscores just how rapidly they are being adopted. Read the rest at MarketingCharts.
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