Millennial: Kindle Fire outpaces iPad adoption but Android sees huge share drop in November
20, Dec 2011.
Usage of Amazon’s Kindle Fire has exploded since the tablet launched last month, but its rapid adoption wasn’t enough to keep Android from seeing its biggest share drop this year in November. Mobile ad network Millennial Media on Tuesday released its monthly Mobile Mix report for November, during which it saw Android’s share drop significantly while iOS and RIM’s BlackBerry platform showed gains. The firm reports that impressions served to Amazon’s Kindle Fire have grown at an average daily rate of 19% since the tablet launched last month, outpacing Apple’s iPad when it first launched in early 2010. As a whole, however, Android still lost six points compared to Millennial’s October numbers, falling to 50% in November. Read on for more.
Millennial shows that Apple’s iOS platform showed slight gains between October and November, growing its share from 28% to 30%, and Research In Motion’s BlackBerry operating system grew from 13% to 17% during the same period — the biggest gain seen among all mobile platforms last month.
Samsung reclaimed the No.2 spot on Millennial’s list of handset vendors, growing its share from 17.24% in October to 17.47% while the former No.2, HTC, dropped from 18.11% in October to just 12.64% in November. Apple retained its position as top vendor in November as its share grew to 25.66% from 23.50% in October. Despite its rough quarter, RIM’s share increased to 14.57% from 10.86% in October to move the Waterloo, Ontario-based company past HTC and into the No.3 spot.
Apple’s iPhone remained the top device in Millennial’s November report, growing its share from 12.53% in October to 13.54% last month. RIM’s BlackBerry Curve line jumped up to the No.2 position with 5.87% and Motorola’s DROID X inched down one spot with 5.27%.