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BizReport : Mobile Marketing : February 04, 2013

Android generates more mobile game ad impressions than iOS

Games are the most popular mobile app on Millennial Media's network and, as such, the company has released a special report revealing the top game types and devices being used to play.

by Helen Leggatt

mobile.jpgThe latest Mobile Mix report from Millennial Media focuses on mobile games. This app category drives more ad impressions on the company's mobile ad network than any other.

The Mobile Mix report provides specific data on what types of games people are playing on their devices. Throughout Q3 2012, 'Games' was the top app category on Millennial Media's platform followed by 'Music and Entertainment' and 'Communications'. In fact, gaming has been the top category for over a year.

Android devices accounted for 64% of the company's game impressions during Q3 2012 compared with just 30% for iOS. Almost three-quarters of impressions came from smartphones (74%). However, despite the adoption of other connected devices such as iPads and Kindle Fire, just 23% came from this category of user.

Arcade-style games were the most popular (30%) followed by word games (26%) and puzzles (26%).

So, what types of people are engaging with mobile games? According to Millennial Media's blog post on the topic, "the consumers engaging with ads in mobile games are incredibly diverse. The top performing audiences inside mobile gaming apps ranged from Movie Buffs to Fashionistas, and in turn, we saw a wide range of different verticals advertising in gaming apps to reach these audiences."

Tags: Android, gaming, in-game advertising, iOS, mobile, mobile apps, smartphone, tablets

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