InMobi, an independent mobile ad network, has revealed its Mobile Insights Report – Global Edition March 2011, reporting a gain of 3.7 billion monthly ad impressions over three months in the Asia Pacific region. The monthly report reveals that smartphones now represent 22% of all ad impressions in the region.
“The global smartphone revolution continues into Q2 2011. The introduction of Android has significantly accelerated smartphone growth, as it brings a wealth of options to consumers. With the increased focus on mobile from global publishers, advertisers and developers the mobile experience has reached the next phase of its evolution,” notes James Lamberti, VP Global Research & Marketing at InMobi.
According to the report, the Asia Pacific mobile ad market grew by 26% (3.7 billion monthly impressions) in just three months (December 2010 to March 2011), representing 17.6 billion monthly impressions in March 2011.
Smartphone growth outpaced advanced phones and now represents 22% of all mobile ads in the region. The report notes that consumers continue to leverage smartphones as a primary means to digital content consumption. Meanwhile, iPhone OS & Android continue to gain traction in the overall regional platform shares. iPhone OS and Android collectively captured +5.6 share points in just three months. The two platforms together now represent 15.7% of all InMobi impressions in the region up from 10.1% just three months prior in December 2010.
Nokia (51.2% share) remains the top manufacturer by impressions, although Samsung, Apple, HTC and Motorola all captured share. Samsung captured the most share in the region, gaining +3.9 share points to reach 17.2% market share.
The report also finds that Apple iPhone remains the single most popular device in Asia Pacific with 6.6% share. Nokia devices continue to hold 13 of the top 15 device ranks.
Another highlight of the study is that Vietnam (7.4%, +2.0 share points) and Japan (6.4%, +5.1 share points) captured an additional portion of the regional impressions. With 39.9% market share, India still represents 4 of every 10 mobile ads in the region on the InMobi network. Indonesia is the second largest Asia Pacific market with 24.4% of all impressions in the region.
“The continued growth of mobile media consumption in Asia highlights the advertising opportunity for local, regional and global brands. The mobile phone screen is the primary screen for internet use in Asia, a fact which will drive Asia to innovate in the mobile space potentially ahead of the world’s most advanced media markets. As smartphone penetration improves and both iPhone OS and Android continue to capture market share, it will also be interesting to see the smartphone battles in the region heat up,” comments Atul Satija, VP & Managing Director, Asia Pacific at InMobi.
Globally, the total mobile advertising impressions on the InMobi network grew by 21 percent driven by the large influx of smartphone impressions, which increased by 2.8 billion during the 90-day period. 35 percent of all global mobile ad impressions on the InMobi network now occur on smartphones.
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