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It may look like the iPhone is winning the smartphone wars, but according to a new study from Millennial Media, Google's Android platform is nipping at Apple's heels.

Most interestingly, these new numbers document the month following the launch of the iPhone 4. And it looks like Android's popularity has only increased in that time. 

According to Millennial Media's monthly Mobile Mix report, Android OS grew even faster in July than it did in June, with requests increasing by 47%, compared to a 23% growth the previous month. Meanwhile, Android's OS became the second largest OS on Millennial's platform in July, for the first time since the company began reporting on the sector this time last year.

Google's share of the mobile market is growing faster than Apple's iPhone. Compared to Android's 47% growth, Apple's ad requests increased 24% month-over-month, and are up 15%  since January. RIM ad requests are also growing, with an increase of 18% month-over-month, rising 66% since January.

Apple's OS is still serving the most mobile ads. But since January, Android OS requests have grown 690%. And Apple's 55% share of impressions in July is a 1% drop from June. Android now has the second largest Smartphone OS, with a 19% share of impressions for June. That is an increase of 8% from last month. Android also ousted RIM’s OS from the second spot. RIM's impressions fell 1% to 16% of all mobile ad impressions. The company had been the second most popular mobile ad server for 11 months.  

According to Nielsen, Millennial’s ads reach 63 million of a total of 77 million mobile web users in the U.S. and 81% of the U.S. mobile web.

The numbers are notable because they include the launch of iPhone 4, unlike most mobile monitoring so far.

As comScore pointed out last month, the Android platform grew its marketshare an impressive 45% from February to May, from 9% of the total U.S. smartphone market to 13%.

But that was before Apple launched its latest mobile product. And while the latest iPhone release has suffered some problems, sales started off very strong. In the first few weeks, Apple sold 3 million handsets. And sales the first weekend were impressive, with 1.7 million iPhones sold. 

However, antenna issues and supply chain problems could be eating into sales. Furthermore, rumors that Verizon will start selling iPhones could be causing hesitation among potential customers.

Either way, Android is making good progress. Android devices occupied six slots in July’s Top 20 Mobile Phones list. The Motorola Droid was the third most popular device, with 5% impression share. Of the top 20 mobile phones on Millennial’s network, 12 were smartphones, which was 47% impression share in Jule.

And while all smartphone manufacturers might be benefitting from demand increases for their market, it looks like Google's Android has the most to be happy about.

Meghan Keane

Published 18 August, 2010 by Meghan Keane

Based in New York, Meghan Keane is US Editor of Econsultancy. You can follow her on Twitter: @keanesian.

721 more posts from this author

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Nikhil josh

iPhone 4 is a mobile device not operating system . Which android device outsold iPhone 4... U can say 50 android device outsold apple iPhone

over 6 years ago

Meghan Keane

Meghan Keane, US Editor at Econsultancy

Nikhil, I didn't write that Android outsold the iPhone. What's notable is that Android phones are gaining on the iPhone in terms of smartphone market share.

over 6 years ago

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niall

the iphone os is only on 3 types of iphone, iphone 4, 16gb/32gb and 3gs 8gb and the  android os is on a lot of cell phones and they are not at expensive 

over 6 years ago

Meghan Keane

Meghan Keane, US Editor at Econsultancy

Right. And yet iPhone has been more popular than Android based phones for awhile now. What's interesting is the gap is getting smaller.

over 6 years ago

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DLaw

Android will eventually win out in overall numbers OS wise but profitability per phone may stay with Apple for some time to come.  Apple has a massive war chest right now and if it can fend off investors calling for a dividend payout it can throw more money at R&D than any other company out there.  Not to mention Apple, at least for now, develops only 1 phone a year.  Most other companies develop many more which hurts overall profitability.

over 6 years ago

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Angel Andreu

I'm not surprised that android is catching up, the software is getting better with every update, in my humble user opinion Iphone still has a much nicer and easier interface than android but with all the mess apple is creating with deliveries and teasing clients with white iphones that they cant deliver, extremely bad customer service, and antenna problems that are real in some areas, etc, i think this is where android will be pocketing clients either buying Motorola, samsung or any of the HTC; Which are not exactly an iphone but they are just as good without the sleek attractive design.

i have had an iphone since the first one, and have been extremely happy with it, until now since the launch of the Iphone 4 it has been a mess after another and i'm seriously thinking if it is worth all the hassle when, today; there are many other options in the market, we didn't have a couple of years ago. maybe iphone has had its time.

over 6 years ago

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KH

How can this world compare IPHONE to ANDROID???

should compare iOS to ANDROID instead!!

well 1 Iphone = 500+ ANDROID mobilephones

1 Apple compare with 500+ other mobile company

please...........

the real comparison would be APPLE & NOKIA, APPLE & SAMSUNG etc...

over 6 years ago

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kumar

Yes, one should not compare iPhone to Android. It's like comparing a Toyota Camry to electric cars.

Should do it this way instead:

iOS phones vs Android phones

iOS tablets vs Android tablets

iOS media players vs Android media players

over 6 years ago

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Darren Goulston

I love it when people say you can not compare IPhone to Android. 

Why not? Its apples choice not to licence the iOS to other mobile companies. 

When this comparison is done, it is obvious it is between iOS Mobile and Android Mobile. 

Is going to be interesting times over the next year, to see apple lose hold of the market, and bring out phones that are no longer pioneering.

Apple did very well with the IPhone, and set the standard so high with the IPhone's of past, that companies have really had to pull out all stops to keep up, but now times are changing and apple are struggling to keep up, as with the IPhone 4, it only matches on specs with the other leaders and does not make any new ground. 

I like the IPhone, its a nice clean device, if only apple would be a bit more user friendly, and open up the platform a little more, I would consider it. 

over 6 years ago

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William Adamson

IMHO it is almost certain that at some point in the near future, Android devices will be outselling iPhones.

More and more budget mobiles are been released using the Android OS, but not all mobiles using Android are equal. Samsung have announced an Android range of mobiles that will cost less than £60, which I doubt very much will compete with either the iPhone or high end Android devices.

For myself, my current phone, the G1, was the first Android mobile phone, and my last. Never in my life have I paid so much for a mobile phone and seen it obsolete so quickly, Even if Google was to release a new build of Android every week, most users are dependent on service providers to tweak the builds and make them available.

I know that mods are available for rooted phones, my G1 is running Android 2.2 thanks to Cyanogen, but to be honest it runs poorly.

In a way, my experience with Android has made me more likely to buy an iPhone, the G1 was to me an expensive smartphone, but for only a little more my next mobile can be an iPhone, at least I know that I will be getting OS updates for at least the life of the contract.

over 6 years ago

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Eric

Well, it looks like Applie lost the platform war... AGAIN. I honestly think Apple just WANTS to be a niche product for elite consumers that have money to burn. So in the future you'll have your 5% iPhone users, and 95% Android users. All innovation and excitement will be on Android, and iPhone will go back to being product made only by one company. It's fruit-wars II.

over 6 years ago

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Robert

What everyone fails to grasp is the wider picture. Apple iPhone/iPad users are MUCH more interesting from a monetisation perspective. Android users are the geeks and early adopters without money, wheras iPhone/iPad users are typically high net worth individuals that spend and as such are a very interesting and defined target market.

over 6 years ago

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Lunsford

According to Mobile Marketing Watch, the wait might be really
short for those who are anxious for that release
of the much-anticipated iPad 3. They cite a Japanese Mac news
website, Macotakara, who says that they are already in production and
will ship sometime in March.

over 4 years ago

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