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BizReport : Mobile Marketing : December 21, 2011

Connected devices pushing mobile usage

While smartphones are pulling more consumers into the mobile web, connected devices - tablets - are pushing more usage. According to a new report from Millennial Media connected device ad impressions are up, as are WiFi ad impressions.

by Kristina Knight

November numbers are out from Millennial Media and they indicate tablets are becoming a bigger part of the mobile space. Millennial Media reports impressions on Kindle's Fire are growing daily at a 19% clip, that is higher than the impression rate from the 2010 release of Apple's iPad. On the Millennial Media platform, the top smartphone remains the iPhone, with the iOS system increasing 7% month to month.

Ad impressions are up via WiFi as well with 39% of impressions from WiFi networks. Of WiFi connections 62% come from smartphones and 38% from connected devices.

"Connected devices grew 14% month over month and represented 16% of the impressions of the Smartphone, Feature Phone and Connected Device Impression Share mix," is written in their report. "In November, Amazon launched the Kindle Fire, an Android tablet, which demonstrated strong impressions from the start, contributing to the growth of Connected Devices on our platform."

Calling is still important in the mobile space. Rebtel reports reaching the 15 million user milestone and have released an Android app for consumers to use. The platform allows users to make free international calls from smartphones. Android, according to Canalys, has a 50% share of the global smartphone market.

Finally, from an app perspective, appsavvy reports completion of a $7.1 million Series A-1 round of financing; in Q3 the company launched their adtivity platform. Adtivity focuses on connecting advertisers and consumers according to what the consumer is doing - updating a social status, earning or using virtual goods, taking part in a poll or contest - rather than where they are doing it - via PC or mobile device.

Tags: appsavvy, connected devices, Millennial Media, mobile marketing, mobile trends, Rebtel, smartphone marketing, tablet marketing

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