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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.