How iPhone 5 may change mobile marketplace

According to Millennial Media, Apple remains the leading manufacturer on their platform with about a one-third share of users. Samsung is the closest competitor with a 22% share of users on the platform. As for ads, Millennial Media breaks it down like this:

• 74% of platform impressions are from smartphones
• Android holds a 46% share of impressions, Apple has a 34% share
• 95% of tablet impressions are brought in via WiFi
• iPad, Galaxy Tab and Kindle Fire are the leading tablets on the platform

According to a forecast from iSupply, the iPhone 5 arrival should goose Apple's mobile sales through the end of the year. In Q1 Apple saw 35 million iPhone shipments, in Q2 a decrease to 26 million. On a global scale, Apple is expected to help general smartphone shipments reach more than 346 million.

"Apple's smartphone shipments typically are weak during the quarter preceding the launch of a new iPhone model," said Wayne Lam, senior analyst, wireless communications, for IHS. "Buyers historically have delayed their purchases until the newest model is available. Then they rush out to get the latest and greatest version once it's being sold, leading to a spike in demand. IHS predicts the same pattern will occur with the iPhone 5."

As for how the iPhone 5 might impact marketers, Fiksu predicts at least 10 million people will purchase the iPhone 5, which could push another surge in app downloads. When iPhone 4S debuted last year app downloads increased by nearly 30%. Over the next month, researchers predict marketers will be able to obtain loyal users at lower costs - just before the holidays.

Tags: Fiksu, IHS, iOS device trends, iPhone 5, Millennial Media, mobile marketing, mobile trends