Smartphones grew 5% month-over-month, creating a larger lead within the smartphone, feature phone & connected device impression share mix, with 68% of the impressions in July. The is a second month of growth following a lag in May to 63%, bowing to growth in feature phones and other connected devices share. Connected devices and feature phones were tied with 16% of the impressions, lower than their 18% and 17% respective shares last month.
In July, Android showed strong growth and increased 15% month-over-month. Android led the smartphone OS impression mix on the network for the eighth consecutive month with 61% of the impressions.
Apple’s iOS grew 5% month-over-month and represented 43% of the application platform mix — ranked by ad spend — in July. Android claims nearly half of all ad spending, for 48% of the application platform mix. Games are the driving force of the Android application ad spend, followed by music & entertainment applications, according to Millennial data. Millennial says that gaming applications have been the top app category on the whole network for more than a year. July’s data showed a 35% increase month-over-month. Health & fitness app impressions grew 13% month-over-month, in particular, calorie-counting and recipe apps accounted for two-thirds of the impressions.
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