Android Surpasses iOS Globally as Verizon Launch Drives iPhone Growth in North America

April 14, 2011 — InMobi released findings from its Mobile Insights Report: Global Edition (March 2011), presenting one of the most extensive analyses of mobile advertising activity worldwide. Drawing from 31.9 billion monthly ad impressions delivered to more than 220 million users, the data signals a pivotal shift in the smartphone landscape: Android has, for the first time, exceeded iPhone OS in global advertising impression share.

Although both operating systems continue expanding their footprint internationally, Android’s acceleration over recent months has allowed it to move ahead of Apple’s platform in overall global share.

James Lamberti, Vice President of Global Research and Marketing at InMobi, noted that the rapid evolution of the smartphone ecosystem continues into the second quarter of 2011. He emphasized that Android’s wide device selection and pricing diversity have fueled consumer adoption, while increasing engagement from publishers, advertisers, and developers is pushing mobile into its next growth phase.

Smartphone Growth Drives Global Ad Expansion

Between December 2010 and March 2011, total mobile ad impressions across the InMobi network rose by 21 percent. A substantial portion of that growth came from smartphones, which contributed an additional 2.8 billion impressions during the period.

Device manufacturers also experienced notable shifts. Samsung, Apple, and HTC gained ground, while longtime market leader Nokia continued to see erosion of its historical dominance. Although Nokia retained the top position with 40 percent of global impressions, it lost 3.9 percentage points in just three months. Over the same period, Samsung added 1.6 points, Apple gained 1.9, and HTC advanced by 2.8.

Smartphones now account for 35 percent of total global mobile advertising impressions, underscoring their increasing centrality in digital media consumption. In many regions—including parts of Asia, Eastern Europe, and Afria—Android smartphones serve as a primary gateway to online content, often replacing desktop or laptop computers within households.

As of March 2011, global operating system share of mobile ad impressions was led by Nokia OS (21.2 percent) and Symbian OS (19.0 percent), followed by Android (14.5 percent), iPhone OS (13.8 percent), RIM OS (4.5 percent), and other platforms collectively at 27 percent. Android posted the largest quarterly gain at +4.9 points, while iPhone OS added +1.9.

North America: Verizon iPhone Launch Reshapes the Landscape

The North American market displayed even sharper momentum in the smartphone segment, which expanded by 50 percent over the prior 90 days. Overall ad impressions rose 21 percent, driven entirely by smartphone growth, while advanced feature phones declined by 19 percent. Three out of every four mobile ad impressions in the region now originate from smartphones.

A key catalyst was the early February introduction of the Apple iPhone on Verizon Wireless in the United States. This move propelled iPhone OS forward by 9.7 percentage points in March 2011—the strongest monthly increase for the platform in recent memory and the first time its growth rate outpaced Android during this period.

Despite this surge, Android maintained the top position, holding a 34.4 percent share compared to iPhone OS at 29.2 percent, a gap of 5.2 points. RIM OS recorded a modest gain to reach 12.1 percent.

Android’s expansion significantly benefited HTC, which advanced 6.1 points to secure the number two manufacturer position in North America, capturing 12.2 percent of ad impressions.

Anne Frisbie, Vice President and Managing Director for North America at InMobi, observed that while the Verizon partnership delivered a substantial lift for iOS, Android’s overall trajectory remains strong. She also highlighted 2011 as a pivotal year to watch the evolution of Windows Phone 7 and Nokia’s strategy.

About the InMobi Mobile Insights Report

The Mobile Insights program reflects InMobi’s commitment to industry research and education. Reports combine large-scale network data with mobile-based consumer surveys spanning six continents and 200 countries.

Headquartered across major global markets including London, San Francisco, Bangalore, Tokyo, and Singapore, InMobi delivers advertising solutions to publishers, advertisers, and developers in more than 125 countries. Backed by investors such as Kleiner Perkins Caufield & Byers and Sherpalo Ventures, the company was named to the 2010 AlwaysOn Global 250 list of Companies to Watch in Silicon Valley.

The March 2011 findings illustrate the accelerating shift toward smartphone-driven advertising ecosystems, with Android leading globally and iOS gaining significant ground in North America following the Verizon launch.