Apple has surpassed Nokia to become the top mobile advertising device in Europe, survey claims
Independent advertising network InMobli claims that Apple has overtaken Nokia for mobile advertising requests in Europe, with a continued growth of impressions reflected by Apple devices during the second quarter of 2011.
The InMobi Insights Report, says that during the period of March to June this year, over 2 billion advertising impressions were served on Apple devices in Europe, which saw the company overtake Nokia for the first time.
104.9 billion mobile advertising impressions were made around the world during Q2 of this year, with 10.8 billion made in Europe alone where one in five mobile adverts were on Apple manufactured devices with 2,097,075,868 impressions (19.5%).
Nokia now represents 18.7% of adverts in the region with 2,009,664,803 impressions, followed by Samsung, which had 1,880,540,476 impression (17.5%).
The survey also found that as a result of the popularity of Apple’s iOS, the Android operating system also lost market share in the last quarter, although it did remain the most popular mobile platform with nearly 25% of all requests (2,675,932) in comparison with iPhone OS which had 19.5% (2,097,075,969) of impressions.
Rob Jonas, VP and MD Europe and Middle East at InMobi, commented: “The Q2 2011 results show another major inflection point for mobile advertising in Europe. Smart devices, driven by iPad, iPhone, and Android devices, are now defining the mobile experience for the majority of Europeans. The next phase of mobile advertising is upon us. It is now up to brands and agencies to capitalise with immersive, creative experiences delivered at scale for consumers.”
The total number of mobile advertising impressions on the InMobi network in Europe grew by 21 percent during Q2, driven through smartphone impressions, which also grew by 31%, with three out of every five mobile impression made in Europe, found to be through a smart device.