Smartphone Growth Paves Way for Mobile Video Explosion

JUNE 5, 2012

Mobile gaming apps especially enjoying perks from the smartphone swell

Smartphones are slowly and surely becoming a larger piece of the mobile device pie. According to a Mobile Mix report by mobile advertising and data platform provider Millennial Media, in Q1 2012, 73% of mobile impressions served by Millennial Media were delivered on smartphones, trailed by nonphone connected devices at 20% and feature phones at 7%. Millennial Media largely attributed smartphone impression growth to consumers upgrading from feature phones to internet-connected devices.

Smartphone prevalence is contributing to the rapid growth of mobile video and mobile gaming. According to Millennial Q1 data, there has been a 958% year-over-year increase in mobile ad video views on the platform. Developers and brands alike are contributing more video ads and video content, which is a likely reason for the mobile video surge.
April data from market research firm Strategy Analytics also captured the steep growth of mobile video. In 2011, Strategy Analytics cited 108 billion mobile videos viewed worldwide; in 2012 that number has already climbed to 280 billion views. 

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