TELECOM & INTERNET | Staff Reporter, Singapore

Singapore mobile ad market grew by 18% in 4 months

Oh, and Android crushed Apple over the last 4 months as the mobile ad market reached 139 mn monthly impressions, increasing by 119 mn  from January 2011, according to InMobi’s report.

The Android platform saw a staggering increase of +12.7 share points in ad impressions over January 2011, now serving over 37 million impressions monthly. The findings are part of InMobi’s April 2011 Mobile Insights Report - Singapore Market, the largest monthly report of its kind.

Key Singapore findings include:

  • Singapore mobile ad impressions grew by 18% from January to April 2011 on the InMobi network.

  • InMobi now serves over 139 million impressions a month in Singapore up over 20 million monthly ad impressions from January 2011.

  • Smart phones represent 89% of all impressions in this very advanced mobile market.

  • Smart phone share in Singapore is over 2.5 times the Asia average and nearly double the global average.

  • Although Apple is still the top platform in Singapore it lost significant share to Android between January and April 2011.

  • Android saw a staggering increase of +12.7 share points in ad impressions over January, now serving over 37million impressions monthly

  • iPhone OS lost 15.6 share points in just 90 days primarily due to the strength of Android in the market.

  • Android & iOS powered devices now represent 4 of every 5 ads in the market, providing an ideal ecosystem for advertisers.

  • Despite a decline of 15.6 share points in its share, Apple still maintains the majority of ad impressions in Singapore with 54% market share.

 • Manufacturers Samsung with +8.4 sharepts, HTC with +1.5 share pts and Motorola with +2.2 share pts all gained share of ad impressions supporting the Android surge.

 • Apple iPhone saw a decline of 17.8share points in its impressions share but remains the single most popular device in Singapore with 47.4% share.

 • Beyond the iPhone, fragmentation is clear without any single handset holding more than 6.1% share.

Comments Atul Satija, VP & Managing Director – Asia Pacific at InMobi: “Singapore is one of the most advanced mobile markets in the world. With a country population of 5 million, the 139million monthly impressions served by InMobi are a testament to the country’s mobile potential. It’s not just the reach but also the quality of devices that makes it a truly exciting market for advertisers. The high penetration of smart phones along with a tech-savvy audience allows advertisers to utilise the latest, most sophisticated ad technology to engage consumers.”


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