According Millennial Media, the third largest mobile advertising network in the U.S., Android and iOS devices are locked in a close battle for the top OS on its network. During November, Android and iOS each garnered 38 percent of the market (based on impressions), up one percent from October. Coming in third was RIM, with 19 percent.
In prior months, Android had been growing at a much larger clip, suggesting that the OS has begun to plateau. This seems unlikely, however, and instead could be the result of aggressive moves by Apple and RIM. Apple has spread to new markets in the last month and likely added millions of new units during Black Friday, while RIM has been heavily promoting the Torch and the recently released Style devices.
Also notable, Android applications now account for more than 54 percent of Millennial’s revenue, increasing at least 10 percent for the last 4 months. So while its nice to increase one’s share of the impressions, the ultimate goal is to create revenue; it looks like the Android Army is charging full steam ahead.