Independent mobile advertising network InMobi has published the UK edition of its Quarterly Mobile Insights Report for January to March 2012. The number of mobile ads displayed using InMobi’s UK network increased to 9.5 billion over the 90 day period, with smartphone usage increasing by 12% from the previous quarter.
The Q1 2012 InMobi report keeps Apple’s iOS in the top spot with 45.7% of all ad impressions, although this is slightly down from Q4 2011. All top three handsets in Q1 2012 were Apple devices; the iPhone, iPad and iPod. In second place is Android, up to 26.1%.
Lee Blyth, Head of UK Sales at InMobi, said “This is our first Mobile Insights report in the UK this year, and we have seen a strong increase of the mobile web, which holds a 78 per cent share of total advertising impressions, a 20 per cent increase from Q4 2011. The InMobi network is serving 9.5 billion impressions, demonstrating that the reach offered by mobile devices to local, regional and global brands is continuing to grow. As 20 per cent more consumers use their mobile devices to access the mobile web, smartphone impressions now outnumber advanced phone impressions by more than 20 to 1, allowing more opportunities for premium publishers to create more engaging, interactive rich media ads.”