Data & Research

Windows Phone doubles US share as ad impressions jump 31% in a quarter, reports Millennial

But Microsoft's OS remains minor player

Windows Phone doubles US share as ad impressions jump 31% in a quarter, reports Millennial
Perhaps Microsoft CEO Steve Ballmer had seen an advance copy of Millennial Media's latest Mobile Mix report when he dubbed Windows Phone's share of the market as "very small".

There's no escaping the fact Windows Phone has failed to make a significant impact in terms of snapping up users since its launch last October.

There are, however, finally signs the platform is beginning to gain a foothold in its home territory, with its share of the market doubling month on month according to Millennial's figures.

All aboard Android

Windows Phone's growth comes as Android enjoys an extended run at the top.

Google's OS is the largest smartphone platform on Millennial's network for the seventh consecutive month, its share up 1 percentage point to 54 percent in June.

It's against this backdrop, however, the doubling of Windows Phone's share – from 1 percent in May to 2 percent a month later – is put in context.



Microsoft's OS remains a sideshow in the US despite this growth, a smaller player than even Symbian on 3 percent and well behind BlackBerry on 15 percent – RIM's share down from last month's three month high of 17 percent.

No app attack

Nonetheless, there's further good news for Windows Phone in the rest of the report.

Ad impressions on the platform are up 31 percent quarter on quarter – the highest rate of growth of any major OS on the network.

When it comes to app share, however, Microsoft remains some distance behind the pack.

On this score, iOS is the dominant force, with a 49 percent share of all app revenue in the US to Android's 41 percent.



Indeed, if numbers taken from Flurry's recent report are anything to go by, Apple will extend its lead over its closest rival in the coming months as developer support for Google's OS falls away.

You can read the full Mobile Mix report for June on Millennial Media's website.

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.