Android Market Share Growth: Tablets and Phone Impressions
Tablets: from 2% to over a quarter
A recent analysis showed the share of Android tablets rising from roughly 2% to more than 25% in a single year. The starting point was low, because a year earlier there were very few Android tablets on sale, so the jump looks bigger than it would from a mature base. Still, it showed that buyers had started choosing them.
Phones and connected devices: ad impressions
For phones and other connected devices, Millennial measured ad impressions. Android accounted for 56% of impressions and Apple for 28%, so Android had twice as many. Impressions are a measure of how often ads are shown on a platform, not a direct count of how many devices are in use.
By manufacturer
Looking at the same market by manufacturer gave a different picture. Apple led with 23% and Samsung followed with 16%, with other makers behind them. Android appears as a whole in the first figure, while in the second it is split among several companies, which explains why a single brand can lead even when the platform as a whole is ahead.
| Measure | Result |
|---|---|
| Android tablet share | About 2% to more than 25% in one year |
| Ad impressions, Android vs Apple | 56% vs 28% |
| By manufacturer | Apple 23%, Samsung 16% |
These numbers are historical and describe the market of that period only.
Frequently asked questions
Does 56% mean Android had 56% of all phones?
No. It referred to ad impressions measured by one network, which is a different thing from the number of phones sold.
Why did Apple lead by manufacturer?
Because Android is spread across many manufacturers, while Apple is a single company, so one maker can top the list even if the platform leads overall.
Why was the tablet growth so steep?
Mostly because there were very few Android tablets on the market a year earlier.