MobileMix study puts Apple, Samsung on top in APAC

25 Feb,2014

By A Correspondent

 

MobileMix, the mobile device index from the house of Millennial Media is out with its findings for the year 2013. Highlighting the various trends that shaped up the mobile device platform last year, the report sheds light on the key advertising trends in Asia Pacific, with a focus on mobile manufacturers, devices, operating systems, connected devices and more.

 

Where the APAC region was concerned, the report confirmed Samsung as the largest manufacturer in 2013 growing over four percentage points year-over-year. It was followed by Apple that retained its position as the second largest manufacturer, but growing nearly six percentage points year-over-year. Nokia was third on the list followed by Sony Ericsson that occupied the fourth spot.

 

When it came to devices, the report put Apple’s iPhone in the number one spot as it saw the largest amount of impressions in 2013, a 20 per cent year-over-year growth over the previous year. Next in line was another Apple product – iPad, that registered the second largest amount of impressions in 2013, registering a 51per cent year-over-year growth. Samsung Galaxy 5 was the third device on the list as it registered a 4.02 per cent share in 2013. A key trend in 2013 was that three tablets made it to the list of the Top 20 devices, accounting for 11 per cent of platform impressions in 2013.

 

Where the device mix was concerned, smartphones accounted for 72 per cent of platform impressions while non-phone connected devices drove 21 per cent of platform impressions in 2013, representing a 35 per cent year-over-year growth from 16 per cent impression share in 2012.

 

Where the operating system mix was concerned, the report put Android as the leading OS in 2013, accounting for 66 per cent of platform impressions in 2013, growing two percentage points year-over-year. iOs was the second on the list accounting for 31 per cent market share followed by BlackBerry in the third with a share of 3 per cent followed and Windows at the fourth spot with a 1 per cent share.

 

Moving on to performances by individual countries, in India it was Samsung that emerged the top manufacturer, accounting for 48 per cent of platform impressions in India, followed by Apple with 13 per cent of platform impressions in 2013.

 

As for devices, Apple was the top device in India representing 8 per cent of platform impressions in 2013 but Samsung had 14 devices in the Top 20 Device list, accounting for 36 per cent of platform impressions in 2013.

 

As for the operating systems, Android led the category with 79 per cent impression share, up from 65 per cent in 2012. iOS was the second largest operating system with 15 per cent impression share in 2013.

 

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