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
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