Warc, 27 February 2013
HONG KONG: Samsung devices generated the most mobile advertising impressions in Asia Pacific last year, according to a study.
The Mobile Mix report is based on campaign and platform data from Millennial Media, the mobile advertising network, and covers Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Australia, India, China, Hong Kong, Taiwan, Japan and South Korea.
It found that while Samsung registered an impression share of 32% across all devices, Apple's iPhone, with a 14% impression share, was the single most popular handset.
While these two brands battled for dominance in most markets, Indonesia proved to be an exception. Here, Research in Motion's BlackBerry came out on top, increasing its impression share from 24% in 2011 to 28% in 2012.
Moreover, no less than nine of the top 20 devices in the country were BlackBerry handsets, a performance which was largely responsible for the brand achieving the third slot in the region overall.
Tablet uptake is also rapidly growing across Asia Pacific, with ownership rising by 73% year on year. The market is divided more or less evenly between Google Android and Apple's iOS products.
Samsung was the leading manufacturer of Android tablets, but Apple, with a 49% impression share for its iOS platform, was the top tablet manufacturer on this metric in 2012.
Apple's dominance was especially strong in Singapore, where its iPad took a 68% impression share of the tablet market and the iPhone a 38% impression share of the smartphone market.
Samsung's strongest markets included Hong Kong and Malaysia, and it also tripled its impression share in Indonesia.
Data sourced from Campaign Asia; additional content by Warc staff