Millennial: Android usage on the rise, iOS continues to fall


With the upcoming wave of new smartphones looming, mobile advertiser Millennial Media have reported new statistics that show that the only way for Android is up.

The research results showed that iOS is continuing to lose usage, with a fall of 6% compared to the 1% it has steadily lost each month prior, leaving it with a total of 21%. RIM had a similar result having lost 1% in July – making it the third most popular mobile OS. Inevitably Symbian lost out too, dropping 1% and leaving it with a much smaller 2%. Windows Phone stood still at 2%. 

With so many losses in other OS’s, they had to go somewhere, right? Android gained 7% landing it at 61% in July, which is the eighth month in a row that Android has increased foothold by a substantial amount.

However OS usage wasn’t the only notable statistic that the company had found, although they tell us a lot about the state of each OS. It was found that Apple remains the top manufacturer, with 26.45% and Samsung second with 19.11%. RIM and HTC are next in line with 11.45% and 10.98% respectively.

Typically it was found that the most popular individual phone was Apple’s iPhone which accounted for 13.60% while Samsung’s Nexus S was flying the flag for Android in second with 5.73%. In third came the BlackBerry Curve which attracted 5.23%. No Windows Phone devices were present in the top 20, which may not be surprising due to the small amount of usage it has at the moment, however with the rise of Windows Phone imminent, we may see a device storm into the listing in the future.

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Wait. So this study measures OVERALL USAGE of a phone based on mobile ad impressions coming only from Mellenial Media. So if someone texts, calls, browses the web, does wordpress, updates their facebook status, but does not use an app that pulls Mellenial's ads, that person uses their phone less. Wow.

Right ... so with iPhone sales continuing to climb and the number of iOS users growing by the day, "Millennial Media" reports that iOS usage "continues" to fall?

Xenomorph said,
..."Millennial Media" reports that iOS usage "continues" to fall?

No, that's just Tom's interpretation. I don't think the report from Millennial Media concluded that iOS usage is falling, merely that Android marketshare is rising significantly.

Apple has only one device to choose from whereas Android is available on what? hundreds of devices??? You have so many choices that one is bound to fit your wants/needs. I like having the ability to choose what device I want and with the constant stream of devices, they get updated quickly and always stay on the cutting edge whereas Apple gets old as soon as it comes out and will only be updated in 1 year to 1.5 years. Apple has saturated the market and people are becoming pretty tired of being told "Apple's way or the highway", at least the ones that can think for themselves.

MS Lose32 said,
Android is the Windows of the smartphone world!

Spoken like Android Fanboy. Nobody is yet making much money on Android. Only Samsung and HTC are making somewhat of profit. Motorola is losing ground quickly. Apple is the only one who is making money hand over fist.

Android runs on everything so it's only logical it has a bigger market share. It doesn't mean, however, Apple is selling fewer iPhones.

.Neo said,
Android runs on everything so it's only logical it has a bigger market share. It doesn't mean, however, Apple is selling fewer iPhones.

Samsung Nexus S: 5.73%, Motorola Droid: 3.94%, LG Optimus V: 1.71%, HUAWEI Ascend: 1.61%

And yet if you add up the four most popular Android devices just like the four iPhones, Android is only just trailing the iPhone.. so "because it runs on everything" isn't the reason it's winning

i dont see my htc legend as a lowly pittiful android device esp since it is now running 2.3.4 and runs really well

DKAngel said,
i dont see my htc legend as a lowly pittiful android device esp since it is now running 2.3.4 and runs really well

No thanks to HTC who stopped releasing updates for the Legend only 5-6 months after it's release.

I find it a bit skewed to group all iPhones together (3, 3GS, 4), yet break the rest down into individual make/model. But, that might show as an iPhone not being the #1 device. And we can't have that.

MisterRoberto said,
I find it a bit skewed to group all iPhones together (3, 3GS, 4), yet break the rest down into individual make/model. But, that might show as an iPhone not being the #1 device. And we can't have that.

Well the first chart, the one on the right, shows % by OS.
What I wonder if what perentage of "Windows" share is WP7 and what previous ones.

I say the only real reason Android is on the rise is because Android is becoming so common. It comes on every other smartphone type device. I'm sure they're counting the low end devices that normal smartphone users wouldn't even touch. What I would like to see is a graph or spreadsheet of people using iPhones, WP7, RIM and Android devices that belong to the HTC Thunderbolt or Moto Droid X tiers. Leave the piddly low end Androids out.

Steve B said,
I say the only real reason Android is on the rise is because Android is becoming so common. It comes on every other smartphone type device. I'm sure they're counting the low end devices that normal smartphone users wouldn't even touch. What I would like to see is a graph or spreadsheet of people using iPhones, WP7, RIM and Android devices that belong to the HTC Thunderbolt or Moto Droid X tiers. Leave the piddly low end Androids out.

Yeh because all the WP7 phones and Blackberries are really advanced herpedy derp

Steve B said,
I say the only real reason Android is on the rise is because Android is becoming so common. It comes on every other smartphone type device. I'm sure they're counting the low end devices that normal smartphone users wouldn't even touch. What I would like to see is a graph or spreadsheet of people using iPhones, WP7, RIM and Android devices that belong to the HTC Thunderbolt or Moto Droid X tiers. Leave the piddly low end Androids out.

A low-end Android can do pretty much the same than the high-end iphone with some minor differences (such the camera resolution and the speed).

Does it definitively show that iOS is losing users each month or rather that more people are purchasing smartphones (of which the majority run Android)?

(Edit: Beaten to the punch by James ^)

Although there are more iPhones in users hands, the chart shows that the combined usage of smartphones with Android (in multiple other devices) are becoming more significant. Looks clear to me?

What? When did I disagree about the "Android usage on the rise" part? Read what I said again and then read the comment above mine.

Well Apple iPhone is not a model I heard of. I heard of the iPhone, iPhone 3G, iPhone 3GS, iPhone 4. Where is that on the list. Sadly, they are combining all of them into one group. Why don't they combine all of Motorola Android devices together and do the same with Samsung and HTC as well? Remember, they are still selling the 3GS on AT&T for $50 and pretty soon they will give it away for free with a new two year contract.

Well the iPhone is really an update of the same device, while Samsung, Motorola etc all have different models under the same brand-name.

Either way, this doesn't bother me at all?

UndergroundWire said,
Well Apple iPhone is not a model I heard of. I heard of the iPhone, iPhone 3G, iPhone 3GS, iPhone 4. Where is that on the list. Sadly, they are combining all of them into one group. Why don't they combine all of Motorola Android devices together and do the same with Samsung and HTC as well? Remember, they are still selling the 3GS on AT&T for $50 and pretty soon they will give it away for free with a new two year contract.

Well if you are interested inoverall maketshare by OS you do not break it down to manufacturers or versions; MS Office is used by an X % of users, Google suite, for example, by an Y%.
Again if, for whatever reason, you need to know what percentage of MS Office users interact with Office 2010, 2007, 2003 etc. you can surely do but this way o look at the data does not invalidate the other value referred to the global percentage.

Fritzly said,

Well if you are interested inoverall maketshare by OS you do not break it down to manufacturers or versions; MS Office is used by an X % of users, Google suite, for example, by an Y%.
Again if, for whatever reason, you need to know what percentage of MS Office users interact with Office 2010, 2007, 2003 etc. you can surely do but this way o look at the data does not invalidate the other value referred to the global percentage.

I understand your point. But you don't start a graph by a general product (i.e. the iPhone [no specific models]) then go to list specific models.

Tom is a 20 year-old technology enthusiast with a passion for writing from the United Kingdom... who doesn't know the difference between market share % and number of users.
Never send a boy to do a man's job.

JamesCherrill said,
Tom is a 20 year-old technology enthusiast with a passion for writing from the United Kingdom... who doesn't know the difference between market share % and number of users.
Never send a boy to do a man's job.

How's that?.
Since cellphone is used as a personal gadget then it is easy to compare it 1-1

Magallanes said,

How's that?.
Since cellphone is used as a personal gadget then it is easy to compare it 1-1


Apparently it is not that easy since even you missed what was just said. iOS usage is not going down. The usage is going up for all three.(iOS, Android, and WP7) Example: There are 99 people in the world that have a smart phone. They are split evenly across the 3 major OS's at 33.33%(repeating of course) meaning there are 33 people per OS. Tomorrow, there are 150 people in the world with smart phones. 55 use Android, 50 use iOS, and 45 use WP7. Now Android has more than 33.33%, iOS still has 33.33% and WP7 has less than 33.33% All three had a rise in usage, but only Android's market share went up.

ILikeTobacco said,

Apparently it is not that easy since even you missed what was just said. iOS usage is not going down. The usage is going up for all three.(iOS, Android, and WP7) Example: There are 99 people in the world that have a smart phone. They are split evenly across the 3 major OS's at 33.33%(repeating of course) meaning there are 33 people per OS. Tomorrow, there are 150 people in the world with smart phones. 55 use Android, 50 use iOS, and 45 use WP7. Now Android has more than 33.33%, iOS still has 33.33% and WP7 has less than 33.33% All three had a rise in usage, but only Android's market share went up.

Glad to see that there is still someone able to read statistics....

What could be open to debate is the growth rate per OS compared to the overall increase of users.

ILikeTobacco said,

Apparently it is not that easy since even you missed what was just said. iOS usage is not going down. The usage is going up for all three.(iOS, Android, and WP7) Example: There are 99 people in the world that have a smart phone. They are split evenly across the 3 major OS's at 33.33%(repeating of course) meaning there are 33 people per OS. Tomorrow, there are 150 people in the world with smart phones. 55 use Android, 50 use iOS, and 45 use WP7. Now Android has more than 33.33%, iOS still has 33.33% and WP7 has less than 33.33% All three had a rise in usage, but only Android's market share went up.

Good point...

Muhammad Farrukh said,
By 2015, Windows Phone 7 will be leading the chart.
And Nokia on the other front,

Keep your wet dreams to yourself please, it's pretty cringing.

Muhammad Farrukh said,
By 2015, Windows Phone 7 will be leading the chart.
And Nokia on the other front,

I liked your comment because it made me laugh.

Right now WP7 should be racing for number 3. Depending on who folds first, it will either be BlackBerry or WP7. The top two so far looks like Android and iPhone for the foreseeable future.

Edited by UndergroundWire, Aug 24 2011, 12:44pm :

Muhammad Farrukh said,
By 2015, Windows Phone 7 will be leading the chart.
And Nokia on the other front,

I laughed out loud reading this Totally not going to happen.

Coi said,

How do you guys know all this! D:

It's called trends. And I guarantee you that all these idiots that say it will happen are basing it on Gartner's prediction. I can also guarantee you that Gartner will post new predictions next year..

DrakeN2k said,
Hope Windows Phone can take a nice slice out of iOS and Android.

Doubtful because:

1) Since Mango is coming out around the same time as the iPhone 5, most people will go with either an Android or an iPhone 5 (See #2 and #3)
2) The iPhone 5 will most likely be available on Sprint. This will attract more users to that platform.
3) The majority of 4GLTE Smartphones in the US are Android by the time Mango and iPhone 5 come out.

DrakeN2k said,
Hope Windows Phone can take a nice slice out of iOS and Android.
As much as I like Android, and its open-source nature, and would love for it to have a majority marketshare. I would not like, however, the day it gets to 90% marketshare. I think everything can always use some good old-fashioned competition. Android, iOS, and WP7 all have interesting ideas they bring to the table.