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Amazon tablets soar in mobile content consumption

Mobile Market Share April 2013

Millenial Media, a leading mobile advertising platform, is out with another Mobile Mix report. It shows Amazon’s tablets gaining share in the mobile content market at a fairly dizzying clip. The Mobile Mix report is based on billions of monthly ad impressions and it offers an interesting glimpse of emerging trends in mobile content consumption. Perhaps the biggest bombshell is that Amazon is now hogging 28% of ad impressions served to Android tablets; just marginally behind Samsung’s tablets that get a 35% share. No other Android vendor has achieved double digits. The cheapo Kindle tablet strategy has helped Amazon to already vault to the top tier of the U.S. tablet market when it comes to content consumption.

Android tablets get 45% of the overall tablet market ad impressions, not far behind Apple’s share of 54%. Android tablets’ ad impression share has doubled in a year, reflecting the furious growth of the low-end tablet market.

When it comes to mobile content consumption across all smartphone and tablet platforms, Apple and Samsung naturally reign with 37% and 27% shares, respectively. Blackberry (6.5%) manages to edge out HTC (4.8%). But despite lacking a smartphone, Amazon has managed to already climb to 2.2%, edging out onetime giants like Nokia and Sony.

This survey is yet another sign of Amazon’s emerging power in the U.S. mobile content market. Amazon is in the process of carving out a substantial position in the tablet content market and it has a solid shot at becoming the fourth- or third-largest platform for mobile content consumption, particularly if it ever chooses to launch a smartphone. This is a foundation for staging a serious challenge in the video-on-demand market.

After launching mobile game company SpringToys tragically early in 2000, Tero Kuittinen spent eight years doing equity research at firms including Alliance Capital and Opstock. He is currently an analyst and VP of North American sales at mobile diagnostics and expense management Alekstra, and has contributed to, Forbes and Business 2.0 Magazine in addition to BGR.